the influence of brand image, customer value and...
TRANSCRIPT
THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND
PRODUCT QUALITY TOWARD PROCESS OF PURCHASE DECISION
OF SONY ALPHA MIRRORLESS CAMERA
By:
Reza Sofie Hidayat
1112081100003
MANAGEMENT DEPARTEMENT
INTERNATIONAL CLASS PROGRAM
THE FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
1440 H/2019
i
ii
iii
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CURICULUM VITAE
A. Personal Data
Nama : Reza Sofie Hidayat
Place & Date of Birth : Bandung, June, 22th 1993
Gender : Male
Religion : Islam
Address : Jl. H.Mawi, RT.04 RW.05 No.1 blok C, Kp. Jati, Parung,
Kab.Bogor
Phone Number : 087770697722
E-mail : [email protected]
B. Education Data
1. Formal Education
1999-2005 : SDIT Darul Muttaqien `
2006-2011 : KMI Pondok Pesantren Darussalam Gontor
2012-2019 : Universitas Islam Negeri Syarif Hidayatullah Jakarta
2. Non-Formal Education
2010 : Koordinator Pramuka Gugus Depan 15089 Pondok
Pesantren Darussalam Gontor.
2011 : Organisasi Pelajar Pondok Modern (OPPM) Pondok
Pesantren Darussalam Gontor.
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ABSTRACT
The purpose of this research is to analyze the influence of brand image,
customer value and product quality toward process of purchase decision of Sony
Alpha Mirrorless camera user in Sony Alpha and NEX User Indonesia Community.
This type of research is quantitative. The data source of this research is the primary
data by sampling Sony Mirrorless camera consumer using purposive sampling with
100 respondents. The method of this research is multiple linear regression. Based
on the results of analysis and discussion of the resulting data which includes the
brand image, customer value and product quality to process of purchase decision
showed that: (1) brand image significantly influence on process of purchase
decision (2) customer value significantly influence on process of purchase decision
(3) product quality significantly influence on process of purchase decision. (4) The
most dominant variable is product quality where beta coefficient value is highest
among other variables of 0.382
Key Words: Consumer Behaviour, Brand Image, Customer Value, Product
Quality, Process of Purchase Decision
vii
ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisis dampak citra merek,
nilai kostumer dan kualitas produk terhadap proses keputusan pembelian untuk
produk kamera mirrorless Sony pada Sony Alpha and NEX User Indonesia
Community. Jenis penelitian ini adalah kuantitatif. Sumber data penelitian ini
adalah data primer dengan pengambilan sampel pada konsumen kamera mirrorless
Sony menggunakan purposive sampling dengan 100 responden. Metode penelitian
ini adalah regresi linier berganda. Berdasarkan hasil analisis dan pembahasan data
yang dihasilkan yang meliputi citra merek, nilai konsumen dan kualitas produk
terhadap proses keputusan pembelian untuk membeli produk kamera Sony
mirrorless menunjukan bahwa: (1) citra merek berpengaruh signifikan terhadap
proses keputusan pembelian produk kamera Sony mirrorless secara langsung (2)
nilai kustomer berpengaruh signifikan terhadap proses keputusan pembelian produk
kamera Sony mirrorless secara langsung. (3) kualitas produk berpengaruh
signifikan terhadap proses keputusan pembelian produk kamera Sony mirrorless
secara langsung.
Kata Kunci: Perilaku Konsumen, Citra Merek, Nilai Konsumen, Kualitas
Produk, Proses Keputusan Pembelian
viii
FOREWORD
Assalamu’alaikum Wr. Wb.
Alhamdulillahirabil’alamin, I would say thanks to ALLAH SWT for all his
gift and bless. Best regards also to prophet Muhammad (PBUH) for being role
model to all moslem in universe. So that I can complete this thesis to attain a
Bachelor of Economy Degree in UIN Syarif Hidayatullah Jakarta.
In the process of drafting and preparation of this thesis author realized that
this thesis is far from perfect, because the perfection only belong to ALLAH SWT,
but with effort, hard work, prayers, and never ending support given by families,
friends and faculty supervisor. I say thanks to the people who have helped me in
the preparation of thesis:
1. Prof. Dr. Amany Burhanuddin Umar Lubis, Lc., MA. as a Rector of UIN
Syarif Hidayatullah Jakarta.
2. Mr. Dr. Amilin, SE., M.Si., Ak., CA., BKP., QIA as Dean of the Faculty of
Economics and Business of UIN Syarif Hidayatullah Jakarta.
3. Mr. Ade Suherlan, SE., MM., MBA. as my supervisor, thank you so much
for your recommendation, advice, time, and knowledge during guiding to
finish my thesis.
4. Mrs. Titi Dewi Warninda, S.E, M.Si, as a Head of Management Studies
Program and Mrs. Ella Patriana, MM, as Secretary of Management Studies.
5. All the Lecturers and Employees of Faculty Economics and Business UIN
Syarif Hidayatullah Jakarta to teach me all of subject about economy and
business.
6. Thank you so much to my beloved mother Ike Kristian Simbar, my father
Hidayat Royani, my sister and brother Aulia Istiana Hidayat and Lingga
Sempana Hidayat, and my big family that always give me support and
prayers that never stop during this time. Thanks for reminding me, helping
me, caring me, and teach me what patient is. Without your prayers and
ix
support, I am nothing in this world. Thanks for everything. I will always
love you.
7. My International program 2012 friends Fajar, Radit, Faiz, Syafiq, Azka,
Diah, Dita, Eva, Nadila, Hadyan, Zakaria, Mohsen, Odi, Dhiko, Siti and Lia,
especially Novian and Priyo who support, help, and care in my thesis
process. I am going to miss every moment we spent together. Hope we can
achieve our dreams and our friendship will last forever.
8. All of my Senior and Junior in International Program that I have missed the
moment when we spent together at Bank Mini and all the memories when
we were a class mate. May Allah SWT bless be upon you.
Finally, the author expect for any critics and suggestion that could improve
the content of this thesis, the author hopes to that the thought provoking
contributions can give benefit to the reader, hopefully this thesis could be
worthwhile for all of us. Amin
Wassalamu’alaikum Wr. Wb.
Jakarta, June 2019
Reza Sofie Hidayat
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LIST OF CONTENTS
COVER
ACCEPTANCE LETTER ............................................................................ i
CERTIFICATION OF THESIS EXAM ..................................................... ii
CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. iii
SHEET STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .... iv
CURICULUM VITAE .................................................................................. v
ABSTRACT ................................................................................................... vi
ABSTRAK ..................................................................................................... vii
FOREWORD ................................................................................................. viii
LIST OF CONTENT .................................................................................... x
LIST OF TABLE ........................................................................................... xiii
LIST OF FIGURE ........................................................................................ xiv
CHAPTER I INTRODUCTION
A. Background ....................................................................... 1
B. Research Problem............................................................... 11
C. Purpose of Research .......................................................... 11
D. Research Advantages ......................................................... 12
CHAPTER II LITERATURE REVIEW
A. Theoretical Development .................................................. 13
1. Consumer Behavior ..................................................... 13
a. Definition of Consumer Behavior ......................... 13
b. Factors of Consumer Behavior .............................. 14
c. Models of Consumer Behavior ............................. 15
2. Process of Purchase Decision ...................................... 16
a. Definition of Purchase Decision ........................... 16
b. Process of Purchase Decision ............................... 16
3. Brand Image ................................................................. 24
a. Definitions of Brand Image ................................... 24
b. Measurement of Brand Image ............................... 25
4. Customer Value ............................................................ 26
a. Definition of Customer Value ................................ 26
b. Measurement of Customer Value........................... 27
xi
5. Product Quality ............................................................ 27
a. Definition of Quality ............................................. 27
b. Definition of Product.............................................. 28
c. Classification of Product ........................................ 29
d. Product Quality Definitions ................................... 30
e. Product Attributes .................................................. 30
f. Dimension of Product Quality ............................... 30
B. Previous Research ............................................................. 32
C. Theoretical Framework ..................................................... 35
D. Hypothesis Research ......................................................... 36
CHAPTER III RESEARCH METHODOLOGY
A. Scope of Research ............................................................. 37
B. Determination Sample Method ......................................... 37
1. Population ................................................................... 37
2. Sample ......................................................................... 38
C. Data Collection Technique ................................................ 40
1. Primary Data ............................................................... 40
2. Secondary Data ........................................................... 42
D. Methods of Data Analysis ................................................. 43
1. Validity Test ................................................................ 43
2. Reliability Test ............................................................ 44
E. Classical Assumption Test ................................................ 44
1. Normality Test ............................................................ 44
2. Multicollinearity Test .................................................. 46
3. Heteroskedasticity ....................................................... 48
F. Hypothesis Test ................................................................. 49
1. t – Test (Partial Test) ................................................... 49
2. f – Test (simultaneous Test) ....................................... 50
G. Multiple Linear Regression ............................................... 51
1. Similarity Multiple Linear Regression ........................ 51
2. Coefficient of Determination (Adjusted R2) ................ 52
H. Variable Operational Research ......................................... 52
CHAPTER IV RESEARCH ANALYSIS
A. General Overview Research Object .................................. 55
B. Data Quality Test .............................................................. 56
1. Validity and Reliability Result .................................... 56
a. Try Out Result of Validity Test ............................ 56
b. Try Out Result of Reliability Test ........................ 58
C. Descriptive Respondents .................................................. 59
1. Respondent by Gender ............................................... 59
2. Respondent by Age .................................................... 59
3. Respondent by Working Level ................................... 60
4. Respondent Income per Month .................................. 60
D. Statistic Descriptive .......................................................... 62
xii
1. Variable Brand Image ............................................... 62
2. Variable Customer Value ........................................... 64
3. Variable Product Quality ........................................... 66
4. Variable Process of Purchase Decision ..................... 68
E. Classical Assumption Test ................................................ 69
1. Normality Test ............................................................ 69
2. Multicollinearity Test .................................................. 72
3. Heteroscedasticity Test ............................................... 73
F. Hypothesis Test Result ...................................................... 75
1. Partial Test (t-test) ....................................................... 75
2. Simultaneous Test (f-test) ........................................... 79
G. Result of Multiple Linear Regression Analysis ................ 80
H. Test Result for Coefficient of Determination (R2) ............. 82
CHAPTER V CONCLUSION AND RECOMMENDATION
A. Conclusions ....................................................................... 83
B. Recommendation ............................................................... 84
REFERENCES .............................................................................................. 86
ATTACHMENT 1 ......................................................................................... 88
ATTACHMENT 2 ......................................................................................... 93
ATTACHMENT 3 ......................................................................................... 107
xiii
LIST OF TABLE
Table 1.1 Top Brand Award ........................................................................ 8
Table 2.1 Previous Research ......................................................................... 32
Table 3.1 Likert Scale ................................................................................... 42
Table 3.2 Variable Operational Research ..................................................... 53
Table 4.1 Result of Validity Test .................................................................. 56
Table 4.2 Try Out Result of Reliability Test ................................................ 58
Table 4.3 Respondents by Gender ............................................................... 59
Table 4.4 Respondent by Age ....................................................................... 59
Table 4.5 Respondent by Working Level ..................................................... 60
Table 4.6 Respondent Income Per-Month ................................................... 60
Table 4.7 Descriptive of Brand Image Variable (X1) .................................. 62
Table 4.8 Descriptive of Customer Value Variable (X2) ............................ 64
Table 4.9 Descriptive of Product Quality Variable (X3) ............................. 66
Table 4.10 Descriptive of Process of Purchase Decision Variable (Y) ....... 68
Table 4.11 Kolmogorov-Smirnov Test ......................................................... 70
Table 4.12 Result of Multicollinearity Test Coefficients ............................. 72
Table 4.13 Result of t-Test .......................................................................... 75
Table 4.14 Result of Simultaneous f-Test ..................................................... 79
Table 4.15 Result of Multiple Linear Regression Analysis .......................... 80
Table 4.16 Coefficients of Determination Test Results ............................... 82
xiv
LIST OF FIGURE
Figure 1.1 Total Sold Interchangeable Lens Camera in 2012-2017 ............. 5
Figure 1.2 Total DSLR and Mirrorless Camera Sold in 2013-2017 ............. 6
Figure 2.1 Model of Simple Consumer Behavior ......................................... 15
Figure 2.2 Process of Purchase Decision Steps ............................................ 17
Figure 2.3 evaluation of alternatives and purchasing decisions stages ......... 21
Figure 2.4 Theoritical Framework ................................................................ 35
Figure 4.1 Result of Normality Test ............................................................. 71
Figure 4.2 Result of Heteroscedasticity Test ................................................ 74
1
CHAPTER I
INTRODUCTION
A. Background
The production of goods and services are now more numerous and various
kinds, which also makes the competition tighter in marketing a product. The
role of marketing is very important in a company. The marketing strategy
cannot be separated from the consumer side, where consumer is a barometer of
success of a products or services. Marketing aims to satisfy consumer needs, in
which consumer needs are dynamic changing with the times. In this case the
company must be aware of the consumer changes.
Along with the increasing competition, marketers are required to conduct
research and implementing marketing strategies to achieve the goal of
marketing. Based on research conducted by the Boston Beer (Kotler, 2016)
found that the success of the ongoing demand for establishing and managing
the marketing department. To achieve success of a company’s product must be
supported by skilled marketing ability and they should continue to improve their
capabilities. Corporate marketers constantly need to create new ideas in order
to improve customer’s expectation and satisfaction of product.
Nowadays in the digital era everybody tend to documented themselves in
the form of picture. The technique that support documentation is photography.
Photography developed continuously year by year. Everyone needs photos from
the moment he was born to death. Everyday events nowadays documented in
2
the form of picture. In order to capture everyday events easily, someone needs
a camera that have a good quality for a professional use or an easy to carry
camera that can be brought anywhere and everywhere for daily use.
The word photography comes from the Greek and means "light writing",
photo = light, graphy = writing. (Doble, 2014). Photography is an activity or
process of producing an art of drawing / photo through light with a tool called
camera with a specific purpose.
Producing a good or interesting work needs several factors, the most
important factor is lighting, without light or good lighting will be troublesome
to produce a good work, for this reason, the second factor is needed. The second
factor is the photographer, this factor is also important, because without a
photographer the photography process will not occur. Photographers are light
artists. Drawing with light is very different than drawing with a pen. It requires
light sensitive material, optics, dark enclosures and the ability to fix an image
so that it does not fade. Here the photographer will be prosecuted and tested for
his art or creativity to produce a good or interesting photo. The third factor is
camera, without camera the photography process will not occur because
cameras are basic tool in photography activities. The last factor is supporting
factors such as backup lenses, light aids (camera flash lights), reflectors, tripods,
etc.
Camera is the most popular tools in photography activities. This name
derived from camera obscura, Latin for "dark room", the initial mechanism for
projecting a display which a room functions like the way modern photographic
3
cameras work, except there is no way at that time to record the image's
appearance other than manually following its trace. In the world of
photography, camera is a substitute for forming and recording a portrait image
on a film sheet. In television cameras, the lens system forms images on a light
sensitive plate. This plate will emit electrons to the target plate when exposed
to light. Furthermore, the electron beam is treated electronically.
Digital cameras are devices that record images and store directly or transfer
them to other devices in digital form. The resulting image can be a still images
or moving images such as movies / videos. The following are types of digital
cameras.
Compact Digital Camera or commonly called a pocket camera because of
its compact shape and can be put into the pocket. This camera sometimes called
point and shoot camera because of its practicality where we only aim and take
pictures that we want without complicated manual settings.
Pocket cameras are usually easy to use and inexpensive. Suitable for
beginners and brought when traveling and for daily needs who want to have a
better camera than a smartphone camera.
Bridge camera or advanced Compact camera, this type of camera has higher
level than pocket cameras. The difference with a pocket camera is that Bridge
camera is not full automatic, users can manually set their exposure / This bridge
camera lens cannot be replaced like a DSLR camera. Usually the shape and size
are bigger than pocket cameras. Examples of these types of cameras are Fujifilm
Finepix S4600, Canon PowerShot G15 etc.
4
DSLR stands for Digital Single Lens Reflex. This camera is larger than a
pocket camera. With settings that we can choose automatically or full manually,
we have more freedom to adjust camera setting while taking pictures. The most
striking difference with pocket cameras is the size of the image sensor. DSLRs
have a larger image sensor size so that they will make the better image. While
there are several types of DSLR cameras, such as Consumer Level DSLRs that
are commonly used by consumers, Semi Pro DSLRs, and Professional DSLRs
(images produced 40 - 80 MP).
Mirrorless Camera (Mirrorless interchangeable lens camera) does not have
a (mirror), that is the difference with DSLR cameras. The mirror system in
DSLR cameras used for the optical viewfinder. So that mirrorless cameras don't
have that feature. This camera only relies on a digital viewfinder (LCD / LED
screen) to find out the object we are aiming at. That is what causes this
mirrorless camera to be smaller than a DSLR. In addition, this camera lens can
be replaced. This camera settings like a DSLR that can be set full manually or
automatically. The quality of photos produced is the same as DSLRs. An
example of a mirroless camera are Sony alpha 6500, Lumix GH-85, Fujifilm
XT-20, etc.
Two decades ago, DSLRs were introduced to replace film cameras. With
only a few megapixels, very short battery life, and an overall low quality, it was
only natural that most photographers were very skeptical at first. It took a few
generations until digital cameras were fully accepted and analog photography
was left to the enthusiasts rather than the professionals. (petapixel.com, 2018).
5
Figure 1.1
Total Sold Interchangeable Lens Camera in 2012-2017
Source: cipa.jp, 2018
Digital camera trends is now at the decline period sales as chart 1.1 show.
Total number of interchangeable lens cameras sold was almost halved from
2012 to 2017. Digital cameras have begun to experience a decline due to the
proliferation and improved quality of smartphone cameras (petapixel.com,
2018).
In recent years, we have already seen a sharp turn in the status of DSLRs.
Mirrorless cameras and smartphones have become more popular for the average
consumer even for professional photographers, there are more and more
alternatives to old-school DSLRs.
The days of huge profits for camera manufacturers in the traditional
consumer camera space is over but as companies adapt to this new reality the
future still looks bright for the professional and high-end markets
20200000
17100000
13800000 1300000011600000 11500000
0
5000000
10000000
15000000
20000000
25000000
2012 2013 2014 2015 2016 2017
Un
it s
hip
pp
ed
Year
Worldwide Shipment
6
(digitaltrends.com, 2018). These are the comparison data for DSLR and
mirrorless camera from 2013 to 2017 based on Camera and Imaging Product
Association (CIPA) data:
Figure 1.2
Total DSLR and Mirrorless Camera Sold in 2013-2017
Source: cipa.jp, 2018
Based on phenomenon that the use of mirrorless camera still increasing
across the year, many company issued mirrorless camera such as Panasonic,
Fujifilm, Olympus, Canon, Samsung, Nikon, Kodak, Casio and others. Sony is
one of the flagships of mirorless camera producer that competing in Mirorless
camera scope.
From many mirorless camera producer, each of producer have their own
market. Consumer tend to have their own criteria for choosing what kind of
mirorless camera that they want to purchase. According to Ma'ruf (2005) the
purchase decision is not an end in the purchase, but continue until the purchase
13.8
10.59.7
8.57.5
3.3 3.3 3.3 3.14
0
2
4
6
8
10
12
14
2013 2014 2015 2016 2017
Worldwide shipment
DSLR (Million unit shipped) Mirrorless (Million unit shipped)
7
becomes an experience for the consumer to use the product purchased, the
experience will be considered for purchase decisions in the future. One of
several way to achieve the company's goal is to find out what the needs and
desires of consumers or target market, and give the satisfaction expected by the
consumer.
In this case the marketing strategy is very important. Meanwhile,
according to Kotler and Keller (2016), “the buying process starts long before
the actual purchase and has consequences long afterward. Some consumers
passively shop and may decide to make a purchase from unsolicited information
that they encounter in the normal course of event”. The consumers typically
passes through five stages before buying decision process, namely, problem
recognition, information search, evaluation of alternatives, purchase decision,
post purchase behavior (Kotler and Keller, 2016). Recognizing this fact,
marketers must develop activities and programs that reach consumers at all
decision stages.
One of the mirorless camera producer that has a lot of interest around
Indonesian consumer is PT. Sony Indonesia with Sony Alpha mirorless series
as its brand. PT Sony Indonesia, as a sales and marketing company authorized
by Sony Corporation which was established on September 1, 1995 has carried
out marketing, sales activities and reliable services for the best after-sales of
Sony products throughout Indonesia. The goal of PT Sony Indonesia is to
continually serve consumers and improve lifestyle in Indonesia through its
products and technology.
8
Digital camera products from Sony are quite famous in Indonesian
market. According to Top Brand Award Indonesia 2014-2018 Sony digital
camera occupied the second place after Canon digital camera in five
consecutive years.
Table 1.1
Top Brand Award 2015 – 2018 (Digital Camera Category)
Brand
Top Brand Index
2014 2015 2016 2017 2018
Canon 38.6% 42.4% 45.2% 44.4% 41.3%
Sony 28.7% 18.5% 27.9% 27.4% 14.8%
Samsung 8.1% 8.5% 5.6% 6.8% -
Nikon 6.9% 9.3% 8.6% 7.8% 7.1%
Source: www.topbrand-award.com
From the table above it can be seen that Sony occupied second place in
competition with Canon. And there is a large decline in 2014 to 2015 as much
as 10.2% and in 2107 to 2018 as much as 12.6%, although there was a decline
in 2015 and 2018 Sony still hold its 2nd position camera digital categoy.
Sony has many advantages in the electronic and digital bussiness,
especially in digital camera field. Sony as a manufacturer of electronic goods
has various types of business fields such as business entertainment, TV and
video, audio, music, etc. (sony.net, 2019). Sony also produces image sensors
that are used by other camera manufacturers such as Canon, Nikon, Pentax, and
Samsung as camera sensors in their products. Sony is the market leader with a
9
27% market share of digital image sensors manufacturer (businesswire.com,
2019), this statement become the advantage of sony marketing to build a strong
image of Sony brand.
Mavica is the first digital camera from Sony appeared in 1988, which
Canon left 2 years of its digital camera product technology named RC-701,
recent years Sony and Canon launched the mirorless interchangeable-lens
camera (MILC) system as we known as mirrorless camera. Sony introduced
NEX-5 as it first mirrorless camera and predicted as World's smallest and
lightest interchangeable lens digital camera in 2010 (sony.net, 2018), rather than
canon mirrorless camera product with EOS M that introduced 2 years later after
sony. The history of those digital camera proved that Sony more advanced in
digital camera technology and the pioneer of the mirrorless camera that builds
brand images in the customer mind.
The American Marketing Association defines a brand as “A name, term,
design, symbol, or any other feature that identifies one seller’s good or service
as distinct from those of other sellers. The legal term for brand is trademark. A
brand may identify one item, a family of items, or all items of that seller. If used
for the firm as a whole, the preferred term is trade name.” (ama.org, 2018).
According to Hasan (2013), brand image is a set of tangible and intangible
nature, such as ideas, beliefs, values, interests and features that make it unique.
According to him, visually and collectively, a brand image should represent all
internal and external characteristics that can affect how a brand is perceived by
the target market or customers.
10
Top Brand Index (TBI) is calculated based on the measurement of three
parameters derived from the survey results directly to the customer a product /
service of various brands in a particular category. The first parameter is top of
mind brand awareness (TOM BA), which is an indicator of the extent to which
a particular brand strength to master the minds of customers (mind share). The
second parameter is the last usage (LU), which is a brand that respondents use
the current / last time (market share). The third is a future intention (FI), which
is an indicator of respondents' loyalty to the brand product / service you want
used consumed in the future (frontier.co.id, 2018).
A further factor that affect the process of purchase decision is how the
company gives the value to their customer. According to (Tjiptono 2014)
Customer Value is based on the perspective of the customer of the organization
concerned, taking into account what they want and believe that they get from
the puchase and use of certain product.
To fulfill their needs, someone will choose a product that can provide the
highest satisfaction. particularly, the factors that create high satisfaction for
each person will vary, but in general the factor is the quality of the product itself.
Product quality has a direct impact on product performance, therefore quality
related to the value and purchasing decisions of consumers. Quality means the
product's ability to carry out its functions including durability, reliability,
accuracy, ease of use and repair (Tjiptono, 2008:25)
11
Based on the background above, researcher interested to do a research
with the title “THE INFLUENCE OF BRAND IMAGE, CUSTOMER
VALUE AND PRODUCT QUALITY TOWARD PROCESS OF
PURCHASE DECISION OF SONY ALPHA MIRRORLESS CAMERA”.
B. Research Problem
Based on the background that the author has described, the formulations of
the problem are:
1. Does brand image significantly influence towards customer process of
purchase decision on Sony Mirrorless Camera?
2. Does customer value significantly influence towards customer process of
purchase decision on Sony Mirrorless Camera?
3. Does product quality significantly influence towards customer process of
purchase decision on Sony Mirrorless Camera?
4. Do brand image, customer value, and product quality significantly and
simultaneously influence towards process of purchase decision on Sony
Mirrorless Camera?
C. Purpose of Research
Based on the questions above, the purposes of this research are:
1. To analyze the influence of brand image towards process of purchase
decision on Sony Mirrorless Camera.
2. To analyze the influence of customer value towards process of purchase
decision on Sony Mirrorless Camera.
12
3. To analyze the influence of product quality towards process of purchase
decision on Sony Mirrorless Camera.
4. To analyze the influence of brand image, customer value and product
quality simultaneously towards process of purchase decision on Sony
Mirrorless Camera.
D. Research Advantages
1. For the author, this research can improve the author’s knowledge and this
topic can always be used in every kind of business. This research is also
done in order to graduate as a Bachelor of Economics of Syarif Hidyatullah
Islamic State University Jakarta.
2. For company, the result of this research can be considered to improve the
strategy of PT. Sony Indonesia because the results are based from process
of purchase decision.
3. For Syarif Hidayatullah University (UIN) Jakarta, the research can also be
used for other students in order to help the students to finish their thesis.
4. For reader and Another Research, hopefully this research can be a basic
reference for further research.
13
CHAPTER II
LITERATURE REVIEW
A. Theoritical Development
1. Consumer Behavior
a. Definition of Consumer Behavior
Sunyoto (2012) Consumer behavior can be defined as individual
activities directly involved in obtaining and using goods or services
including decision-making process in preparation for the determination
of these activities. Consumer behavior has special interests for people
who for various reasons aspire to influence or change that behavior,
including those whose primary interest is marketing. It is not surprising
that this study of consumer behavior has major roots in economics even
more so in marketing.
Kotler and Keller (2016), Consumer behavior is the study of how
individuals, groups and organizations choose, buy, use and place goods,
services, ideas or experiences to satisfy their wants and needs.
Meanwhile, according to Schiffman and Kanuk (2008), Consumer
behavior describes the way individuals make decisions to utilize their
available resources (time, money, effort) to buy goods related to
consumption. According to Engel et al in Sopiah and Sangadji (2013),
consumer behavior is an act directly involved in the acquisition,
consumption and depletion of a product or service, including the process
that precedes and follows the action. Meanwhile, according to Hasan
14
(2013), consumer behavior is a study process involved when individuals
or groups choose, buy, use, or manage products, services, ideas or
experiences to satisfy the needs and desires of consumers.
Peter and Olson (2013), consumer behavior as the dynamics of the
interaction between influence and awareness, behavior, and the
environment in which humans exchanged aspects of life. Meanwhile,
according to Engel in Fadila and Ridho (2013), consumer behavior is a
direct action involved in obtaining, consuming and depleting products /
services, including the process that precedes and follows this action.
From the understanding of consumer behavior above can be concluded
that consumer behavior is the action that consumers do in order to
achieve and meet their needs either to use, consume, or spend goods and
services, including the process of decisions that precede and that follow.
b. Factors of Consumer Behavior
Factors of Consumer Behavior according to Kotler (2016) consists of:
1) Cultural Factors
Cultural factors have broad and deep influence on consumer
behavior. Cultural factors consist of: culture, subculture, social
class.
2) Social Factors
In addition to cultural factors, a consumer's behavior is influenced
by social factors such as reference groups, family and social status.
15
3) Personal Factors
Personal factors that contribute to consumer behavior consist of: age
and stage of life cycle, occupation and economic environment,
lifestyle, personality and self-concept.
4) Psychological Factors
The choice of purchasing a person is influenced by four main
psychological factors namely motivation, perception, learning, and
belief and establishment.
c. Models of Consumer Behavior
Figure 2.1
Models of Simple Consumer Behavior
(Source: Sopiah and Sangadji, 2013)
Picture 2.1 shows two dimensions in a simple consumer behavior
model:
1) Marketing Stimuli: The stimulus that run by producers or marketers,
can be a mix strategy marketing (product, price, place and
promotion) and other stimulus in the form of economic condition,
politics, technology and culture designed by marketers to influence
16
and motivate the behavior of consumers so they wanted to purchase
the product.
2) Target audience response to marketing designed by the company.
Marketing stimulus can be a marketing strategy and method
developed by the manufacturer or marketer to market the product.
With the stimulus is expected consumers are interested to buy the
product and feel satisfied.
2. Process of Purchase Decision
a. Definition of process of Purchase Decision
According to Kotler and Armstrong (2003), the purchase decision
is a step in the buyer's decision process in which consumers actually buy.
Decision-making is an activity of individuals who are directly involved
in obtaining and using the goods offered.
b. Process of Purchase Decision
According to Kotler and Keller (2016), to be at the purchase
stage, there are steps in the purchase process with a stage. The decision
making process includes a series of steps include: problem recognition,
information search, evaluation of alternatives, purchase decision and
post-purchase behavior. The process can be described as follows:
17
Figure 2.2
Process of Purchase Decision Steps
Source: Kotler and Keller (2016)
1) Determine the problem
A process where the buyer recognizes a problem or need arising
from the stimulation of internal or external stimuli.
2) Searching the information
Consumers who are interested in a product will look for
information about the product. If a strong impulse consumers and
products that can satisfy within range, consumers are likely to buy it.
Consumer information sources are classified into four groups, such
as:
a) Private sources, is family, friends, neighbors and acquaintances.
b) Commercial sources, is advertising, sales representatives and
distributors.
c) Public sources, is mass media and organizational determinants of
consumer ratings.
d) Sources experience, namely the handling, assessment and use of
the product.
Determine
the problem
Searching
the
information
Alternative
evaluation
Purchase
decision
Post-
purchase
decision
18
3) Alternative evaluation
According to Keller (2016), the consumer brand competitive
process information and make a final judgment. There is no simple
single evaluation process used by all consumers or by the consumer
in all buying situations. There are several evaluation process
decisions, and the latest models that looked at the evaluation
process-oriented consumer as a cognitive process. That are the
model assumes consumers form judgments on a product with very
conscious and rational.
Some basic concepts will help us understand consumer
evaluation processes are:
a) Consumers trying to make ends meet.
b) Consumers looking for certain benefits from the product solution.
c) Consumers looked at each product as a set of attributes with
different capabilities in delivering the benefits are used to satisfy
the needs.
The consumer will pay great attention to the attributes that
provide the benefits sought. Market certain products often can be
segmented based on attributes that stand out for different consumer
groups.
19
a) Beliefs and attitudes.
Evaluations often reflect the beliefs and attitudes. Through
acting and learning, people gain confidence and attitude. Both
later affect their buying behavior.
Belief is the image of thought espoused someone about some
picture. Consumer confidence about the product or brand affects
their purchasing decisions. Equally important is the attitude with
confidence.
Attitude is the evaluation, emotions and action tendencies
favorable or unfavorable, and last a long time in a person to a
particular object or idea.
b) Hope values model.
Consumers are finally taking an attitude (decision,
preference) of various brands through the evaluation procedure.
They developed a set of beliefs about the place of each brand
stands on each attribute. Model expectation value on the
formation of attitudes revealed that consumers evaluate products
and services by combining their brand beliefs (positive or
negative) according to their needs.
4) Purchase decision
According to Kotler and Keller (2016), in the evaluation phase,
consumers formed a preference for brands in the choice set.
Consumers also can form the intention to buy the most preferred
20
brand. In carrying out the purpose of the purchase, the consumer can
take five sub-decisions: first thing is brand (brand 'A'), the dealer
(dealer '2'), the third is quantity (a computer), the fourth is time
(weekend), and the fifth is payment method (credit card). In
purchasing daily use products, smaller decisions and liberty also
become smaller.
In some cases, consumers can make a decision to not formally
evaluate each brand. In other cases, the factors that can intervene to
influence the final decision:
a) Models of consumer choice which non-compensation.
Model expectation value is a compensation model where
things are considered good in a product can help overcome other
things that feel bad. However, consumers may not want to spend
so much time and energy to assessing brands. With a model of
non-compensated on consumer choice, consideration of positive
and negative attributes do not need to be filtered. Evaluating more
attributes in making decisions becomes easier for a consumer, but
also increase the likelihood of people to make different choices if
they is more liberal face greater details. Here we highlight three
legacies of these options are:
1) In the conjunctive experience, consumers establish a
minimum acceptable level for each attribute and choose the
21
first alternative that meets the minimum standards for an
attribute.
2) In lecsicography experience, consumers choose the best
brands based on the perceived attributes are most important.
3) In the experience of elimination by aspects, consumers
compare the brand on an attribute that is selected having
regard to the level of probability (where the probability of
selecting an attribute that is positively related to its
importance) and the brand is eliminated if it does not meet
the minimum acceptable level.
b) Interfere factors
Although consumers form brand evaluation, there are several
factors that can be in between purchase intention and purchase
decisions are illustrated in Figure 2.3.
Figure 2.3
Stages of the evaluation of alternatives and purchasing decisions
Source: Kotler (2016)
Alternative
Evaluation
Consumer
Buying
intention Situational
factor that
Consumer can
not anticipate
Consumer
Attitude
Consumer
Buying
Behavior
22
The first factor is the attitude of others. The extent to which
the attitude of others reduces one's preferred alternative will
depend on two things:
1) The intensity of the negative attitudes of others towards
alternative preferred by consumers.
2) Consumer motivation to obey the wishes of others.
The more intense the negative attitudes of others and closer
to the other person with the consumer, consumers will
increasingly change their purchase intention.
The second factor is the factor of unanticipated situations that
may arise and change purchase intention. The consumer's
decision to modify, delay, or avoid buying decision is strongly
influenced by the risk.
There are several types of risk that can be felt by consumers
in purchase and consuming the product, as follow:
1. The functional risk, products not performing as expected
and the product not worth to the price that paid.
2. The physical risk, the product poses a threat to the welfare
or physical health from users or others.
3. The social risks, product cause embarrassment to others.
4. The psychological risk, products affect the mental welfare
of the user.
23
5. The time risk, failure of product resulting in an opportunity
cost because finds another satisfactory product.
5) Post-purchase decision
According to Keller (2016), after making a purchase of a
product, the consumer will experience a certain level of satisfaction or
dissatisfaction. Marketers must monitor the satisfaction of post-
purchase, post-purchase action, and post-purchase product usage.
According to Kotler and Keller (2016), there are five people
who play a role in purchasing decisions:
a) Spark.
The man who first proposed the idea to buy the product.
b) Influencer.
People who affect consumer decision by their perspective and
suggestion.
c) The Decision Maker.
People who make decisions about each component of the
purchase decision, whether to buy, do not buy, how to buy and
where to buy.
d) Buyers.
The person doing the actual purchase.
e) Users.
A person who consumes or uses goods or services products.
24
3. Brand Image
a. Definition of Brand Image
Brand image is the consumer perception about a brand, which is
reflected by the brand associations that are in the minds of consumers.
In other words, the brand association is another information node
connected to the brand node in memory and contains a brand means to
consumers. Associations come in all shapes and may reflect the
characteristics of the product or aspects independent of the product.
(Keller, 2016).
Brand was an important attributes from some product. Moreover,
brand was an identity to differentiate company’s product with another
product. In this case, definition of brand image has different explanation
from several expert, but all of them have a similar understanding
between each other. Here are some definitions of brand image that
author quotes from several experts.
Brand Image is a set of brand associations are formed and embedded
in the minds of consumers. Consumers are accustomed to using certain
brands tend to have the consistency of the brand image. Brand image are
perceptions and beliefs made by consumers, as reflected associate in
consumer memory (Kotler, 2003).
According to Keller (2013) brand is a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and
25
services of one seller or group of sellers and to differentiate them from
those competition.
From the definition above brand image that have been explained by
expert, the author can make conclusion that brand image is the identity
of company in order to make the customer know the differentiation
between another companies.
b. Measurement of Brand Image
According to Keller (2013) defined the measurement of brand
image can conducted based on the aspects of a brand, namely:
1) Strength
The more Individual thinks about product information and
connect it with the existing brand knowledge, the stronger the brand
association would be generated. Factors affeting outcome of this
area a marketing communication program that was created to foster
the image of the brand in the minds of audiences and a consistent
marketing communications program at a time and all the time.
2) Favorability
Associations that are beneficial to the brand are associations that
consumer desired, such as the form of comfort, reliable products,
messages can be delivered by a product or marketing
communications programs that supports. Favorable lead to the
ability of the brand to be easily remembered by consumers.
Favorable is the associations that can be expected by the target
26
audience and successfully delivered by a product through marketing
communications program that supports the product.
3) Uniqueness
The core of this association is the brand must have a sustainable
advantage or have a unique selling proposition to give reasons why
consumers should buy it. Uniqueness aspects depends on two
factors presented by the marketing communications program or
balancing when compared to other product brand associations and
extent of marketing communications programs have an element of
difference when compared to other product brand associations.
A brand should have the advantage of being a reason for
consumers to choose a particular brand. The uniqueness of brand
associations can be based on product attributes, product
functionality or image that consumers enjoyed.
4. Customer Value
a. Definition of Customer Value
According to (Tjiptono 2014) Customer Value is based on the
perspective of the customer of the organization concerned, taking into
account what they want and believe that they get from the puchase and
use of certain product.
According to Butz and Goodstein (in Tjiptono 2014), states that
customer value is an emotional bond that exists between the customer
27
and the producer after the customer and the producer after the customer
uses the product or service produced by the supplier and finds that
product concerned provides added value.
b. Measurement of Customer Value
According to Brock and Colgate (2007) there are four types of
values with important aspects of their respective dimensions, namely:
a. Functional Value
Focusing on the appropriateness of performance in the form of
efficiency and suitability of performance with expectations.
b. Experimental values
Companies compete by making products that are creating
appropriate emotions, conceerned with the extent which a product
creates appropriate experience such as enjoyment and interesting.
c. Symbolic/Expressive Value
These four indicators of value are self-satisfaction, personal
meaning, self identity and social status.
d. Cost/Sacrifice Value
Consumer energy for the purchase and consumption process in
the form of time and effort are aspects that are considered.
5. Product Quality
a. Definition of Quality
Kotler and Keller (2009) stated quality is the totality of features and
characteristics of the products or services that depend on its ability to
28
satisfy stated or implied needs. This is clearly a customercentered
definition. Companies that satisfy most of the needs of its customers all
the time referred to qualified companies.
b. Definition of Product
According to Kotler (2000) the product is anything that can be
offered to the market to be considered, owned, used, which can satisfy
the desires or needs. Like in Buchari (2007) also states that the product
is anything that can be offered in the market, to satisfy the needs and
desires of consumers. The products consist of goods, services,
experiences, events, people, places, ownership, organization,
information, and ideas. The products have a broad understanding of all
things that are offered, owned, used, or consumed so as to satisfy the
desires and needs shall include physical, services, people, places,
organizations and ideas Kotler (2002). Furthermore, the product is
further described by Lamb, Charles et. Al (2001) Product is defined as
everything whether favorable or not obtained by a person through the
exchange. This is further strengthened by the statement Amstrong and
Kotler (2004) states that the product is all that can be offered to a market
for attention, owned, used, or consumed which can satisfy the desires or
needs of the wearer.
29
c. Classification of product
According to Kotler and Armstrong (2004) showed that based on
consumers who use, products and services can be divided into two
categories: consumer products and industrial products.
1) Consumer Products
Consumer products are products purchased by final consumers
for consumption personally. The division is convenience product,
shopping product, speciality product, unsought product.
2) Industrial Products
Industrial products are products purchased for the purpose of
further processing or used to run a business. Three categories of
products and services are raw materials and spare parts, capital
goods, services and equipment. raw materials and spare parts and
materials include raw materials and spare parts factory. Raw
materials consist of agricultural products (wheat, cotton, fruits, and
vegetables) and natural products (fish,timber, crude oil, iron ore).
Materials and spare parts manufactured consists of component
materials (iron, cement, cable) and spare parts kompenen (small
motors, tires) is the capital goods industry product which helps the
production or operation of the buyer, which includes the installation
of equipment and accessories.The last group is the product industry
supplies (supplies) and services. equipment include operating
supplies (lubricants, coal, paper, pencil).
30
d. Product Quality Definitions
The product quality according to Kotler and Armstrong (2006:225)
is the ability of a product to perform its functions which include
durability, reliability, accuracy of the resulting, ease of operation and
improved also useful values of other attributes as a whole. To achieve the
desired product quality, we need a standardizatio of quality. This method
is intended to ensure that the products meet the established standards so
that consumers will not lose confidence in the product concerned.
Marketers who do not pay attention to the quality of the products offered
will bear no loyal consumers that their product sales will tend to decline.
If marketers pay attention to quality, even reinforced by advertising and
reasonable price, the consumer would not think long to make purchases
of products.
e. Products Attributes
Development of products and services requires defining the benefits
that will be offered. Benefits are then communicated and delivered by
product attributes such as quality, features, style and design.
f. Dimension of Product Quality
Dimensions of the product quality according to Tjiptono an Chandra
(2011) argues, that the quality of the product has several dimensions,
among others:
31
1) Performance
It is the main operation’s characteristic of the core product that is
bought. For instance: speed, comfort, and easiness.
2) Feature
It refers to characteristics that supplement the product’s basic
performance.
3) Reliability
It is little possibility of experiencing damage or failed to be used
and it happens to the product that has been bought.
4) Conformance to Specifications
It is how far the characteristics of design and operation fulfill the
standards that have been previously determined.
5) Durability
It relates to the measure of the product’s expected operating life.
6) Serviceability
It encompasses speed, competence, comfort, easiness to be
repaired, and complaint handling that satisfy consumers.
7) Asthetics
It is product appeal towards the five senses. For instance: good
field, fancy office, colors, artistic design.
8) Perceived Quality
It refers to image and reputation of the product along and the
corporate responsibility towards product. Normally, due to lack
32
of buyer’s knowledge towards attributes or features of product
that will be bought, then buyers perceive quality of product based
on the aspects of price, brand name, advertising, the company’s
reputation, and origin countries of manufacturers.
B. Previous Research
Table 2.1 below shows the previous research that has been
conducted by some of the researchers. The results can be stated, as follows:
Table 2.1
Previous Research
NO Author
(year)
Research Title Variable Result Of Research
1 Fransisca
Paramitas
ari Musay
(2013)
The Influence of
Brand Image
Towards Purchase
Decision
(Survey at KFC
Kawi Malang
Consumer)
Brand
image and
purchase
decision
Result of research show
that X1 (Company
Image), X2 (User
Image), and X3 (Product
Image) positively have
an influence on the Y
variable (Purchase
Decision).
2 Amron
Amron
(2018)
The Influence of
Brand Image, Brand
Trust, Product
Quality, and Price on
the Consumer’s
Buying
Decision of MPV
Cars
Brand
Image,
Brand
Trust,
Product
Quality,
Price,
Buying
Decision
Result of research show
that X1 (Brand Imge),
X2 (Brand Trust), X3
(Product Quality), X4
(Price) positively
influence on Y Variable
(Buying Decision)
33
3 Rizza
Anggita
& Hapzi
Ali
(2017)
The Influence of
Product Quality,
Service Quality and
Price to Purchase
Decision of SGM
Bunda Milk (Study
on PT. Sarihusada
Generasi Mahardika
Region Jakarta,
South Tangerang
District)
Product
quality,
Service
Quality,
Price,
Purchase
Decision.
Result of research show
that X1 (Product
Quality), X2 (service
quality), and X3 (price)
positively influence Y
(Purchase Decision)
variable
4 Nikita
Prisilia
Gunadi
(2015)
the influence of
product quality and
consumer perception
to purchase decision
on canon dslr camera
in manado
product
quality,
consumer
perception,
and
purchase
decision
Result of research show
that X1 (Product
Quality) and X2
(Consumer Perceptions)
positively influence Y
(purchase decision)
variable
5 Sarabia-
Sánchez
and
Ostrovska
ya (2012)
Consumer values
and the tendency to
use the brand name
in purchase
decisions:
A comparison
between spain and
russia
Consumer
Values,
Brand
Name,
Purchse
Decision
The research result
concluded that X1
(Consumer Values) and
X2 (Brand Name)
Positively influence
variable Y (Purchase
Decision).
6 Bob
Foster
(2016)
Impact of Brand
Image on Purchasing
Decision on Mineral
Water Product
“Amidis”
(Case Study on
Bintang Trading
Company)
Brand
Image,
Purchasing
Decision
The research result show
that Brand image
variable (X1) positively
influence Purchasing
decision variable (Y)
7 Dian Eka
& Yulia
Hamdaini
(2017)
Influence of
customer Value on
Purchase Decision
through Beauty
Blogger on Youtube
(Study on Local
Customer
Value,
Purchase
Decision
Result of research show
that customer value
variable (X) does have a
positive effect on
Purchase Decision
Variable (Y)
34
Brand Cosmetics
Customers in South
Sumatra)
8 Gina
Anggina
&Rini
Andari
(2015)
The Effect Of
Customer Value On
Decisions Using
Meeting Package In
Golden Flower Hotel
Bandung
(survey on business
guests at golden
flower hotel
bandung)
Customer
Value,
Decision
Meeting
Using
Package
The research results
show that customer
value (X) had a positive
and significant effect on
decisions using a
meeting package.(Y)
35
C. Theoretical Framework
The framework used in this study systematically and simply described as
follows:
Figure 2.4
Theoretical Framework
Try-out Test:
1. Validity Test
2. Reliability Test
Classical Assumption Test:
1. Normality Test
2. Multicollinearity Test
3. Heteroscedasticity Test
Multiple Linear Regression
Hypothesis Test:
1. Partial Test (t-test)
2. Simultaneous Test (F-test)
3. Determinant Coefficient
(Adjusted R2)
Process of Purchase Decision (Y)
Interpretation
Brand Image (X1)
Costumer Value (X2)
Product Quality (X3)
Multiple Linear Regression Model
36
D. Hypothesis Research
Based on the formulation of the problem, the purpose of research and
theoretical basis, it can be put forward a hypothesis that still require testing to
prove the truth, i.e.:
1. Ho: β1 = 0; there is no influence between brand image against process of
purchase decision.
Ha: β1 ≠ 0; there is influence between brand image against process of
purchase decision.
2. Ho: β2 = 0; there is no influence between customer value against process of
purchase decision.
Ha: β2 ≠ 0; there is influence between customer value against process of
purchase decision.
3. Ho: β3 = 0; there is no influence between product quality against process of
purchase decision.
Ha: β3 ≠ 0 there is influence between product quality against process of
purchase decision.
4. Ho: β1, 2, 3, 4 = 0; there is no simultaneously influence between brand image,
customer value and product quality against process of purchase decision.
Ha: β1, 2, 3, 4 ≠ 0; there is simultaneously influence between brand image,
customer value and product quality against process of purchase decision.
37
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research was conducted to analyze limitation of study location that
only Sony mirrorless camera users in the Sony Facebook group alpha and
NEX User Indonesia. The study began on January 9, 2019. The research
population are consumers who use products from Sony Mirrorless camera
brand.
This research aims to analyze regarding how much influence Brand
Image (X1), Customer Value (X2), and Product Quality (X3) toward Process
of Purchase Decision (Y) as variables in the research. The object of this
research are obviously people who use Sony alpha camera in Sony Alpha
and NEX User Indonesia group .
B. Method of Sampling
1. Population
Population is the generalization, which consists of object and subject of
a certain quantity and characteristics applied by researchers to learn and
then drawn the conclusion (Sugiono, 2015). In this research the
population is defined as the Sony Alpha camera user of Sony Alpha and
NEX User Indonesia group member that will be used for research.
38
2. Sample
Sample is a part of number and characteristics that is taken and
analyzed to prove characteristic of population owned by certain
population. According to Sugiyono (2015) A sample is a member of the
selected population using a specific procedure that is expected to
represent its population.
The sample in this research are the customers who buy Sony
mirrorless camera at Sony Alpha camera user from Sony Alpha and NEX
User Indonesia group . In this research, researchers used a method of
Purposive sampling. Purposive sampling is the population elements are
purposively selected based on the judgment of the researcher. The
researcher, exercising judgment or expertise, chooses the elements to be
included in the sample, because researcher believes that they are
representative of interest or are otherwise appropriate (Malhotra 2009).
Sampling based on the consideration that the respondents used Sony
Alpha camera. Sample will be selected by the authors as a source of data
required for this research are Sony Alpha camera user from Sony Alpha
and NEX User Indonesia group who are between 18-65 years old. In the
development of these study 100 questionnaires has been distributed to
Sony Alpha mirrorless camera user from Sony Alpha and NEX User
Indonesia group .
Due to the number of population is not known for sure to know the size
of the sample that is using a convenience sampling technique. Based
39
on this, researchers select to filter the existing questionnaires, if these
people are known. For example, used the sample to estimate the mean
value, If used to estimate μ, we can (1-α)% confident that the error does
not exceed a certain value е when the sample size of N,
Where:
(Riduwan and Kuncoro, 2013)
Information:
𝑛 = Number of samples
Zα = Size trust level with α = 0,05 (confidence level 95% means
𝑍1
2. 95% = 𝑍. 0,475 Found in table 1,96)
𝜎 = Standard deviation
𝑒 = Standart error that can be tolerated (5% = 0,05)
By calculation:
n =
From the calculation results, the samples obtained in the amount of
96.04 to make it easier then rounded to 100 respondents. So this study
will use 100 respondents for the research sample.
40
C. Types and Collecting Data Method
Data processing techniques are ways that can be used by researchers to
collect data. In this study, researchers will gather data could be a source of
primary and secondary sources:
1. Primary Data
Data used in this study are primary data. Primary data is the data obtained
directly from the first source. Data collection is done by:
a. Interview method
Interview method is a method of data collection with a question and
answer directly to the respondents to obtain more accurate data
respecting with issues to be discussed.
b. Questionnaire method
Questionnaire method is a method to obtain data that is done by
providing a list of questions that will be filled by respondents
including questions about the variable brand image, customer value,
and product quality influencing purchase decision on customer of
PT.Sony Indonesia from Sony Alpha and NEX User Indonesia group.
Questionnaire is a formalized set of questions to
obtaining information for respondents. It has three specific objectives
(Malhotra, 2009: 330). Three specific objectives (Malhotra, 2009:
330):
41
1) The overriding objective is to translate the researcher’s
information needs into a set of specific questions that respondents
are willing and able to answer.
2) A questionnaire should be written to minimize demands imposed
on respondents. It should encourage them to participate in the
entire interview, without biasing their responses.
3) A questionnaire should minimize response error. These errors can
arise from respondents who give inaccurate answers or from
researchers incorrectly recording or analyzing their answer.
The questionnaire for this research will be filled out by the
respondents and will be include question about the variable brand
image, customer value, and product quality influencing purchase
decision on Sony Alpha mirrorless camera user from Sony Alpha and
NEX User Indonesia group . In this questionnaire there are two parts,
which are:
Part I: Concerning the respondent data those are name, gender, age,
occupation, monthly income, and usage period.
Part II: On the list of questions that will be filled by the respondent.
This study used a Likert scale measuring agreement and
disagreement of respondents in responses proposed the statement.
Likert scale is a measurement with five response categories ranging
from “strongly disagree” to “strongly agree”, which requires the
respondents to indicate a degree of agreement or disagreement with
42
each of a series of statements related to the stimulus objects
(Maholtra, 2009).
The score of questionnaire assessment figures resulted in this
study is according to the Likert scale described in the methods used to
measure attitudes, opinions, and perceptions of a person or group of
persons on a social phenomenon (Sugiyono, 2015).
A measurement of each variable in this research using Likert scale
to measure attitudes, opinion and perceptions of individuals or groups
social phenomena (Sugiyono, 2015).
By using a Likert scale, the measurement variable is an indicator
variable that will be outlined. Using a Likert scale of five (5) levels to
express the attitude or the respondent’s answer as follows:
Table 3.1
Likert Scale
Strongly agree 5
Agree 4
Neutral 3
Disagree 2
Strongly disagree 1
Source: (Sugiyono, 2015)
2. Secondary Data
A secondary source is a source that does not directly provide data to
data collectors, for example through others or through documents.
Secondary data were generally obtained by the founders to provide
43
additional information and images for further processing. Secondary data
used in this study was obtained from books, journals, literature or other
writings that are considered related to the problems studied by using written
reports or documentation of previous studies and other information that can
be retrieved through the system online (internet).
In the process of secondary data collection, the researchers collected
data that are related and associated with the research. So it can support
materials to support this research.
D. Data Analysis Method
1. Validity Test
Validity test used to measure invalid or not in a questionnaire. A
questionnaire as valid if the question or statement the questionnaire is able
to reveal something that will be measured by the questionnaire (Ghozali,
2016). According Sugiyono (2009) that a valid means the instrument can be
used to measure what should be measured.
Validity test conducted by comparing the value of rcount (value of
Corrected Item-Total Correlation at Cronbach Alpha output) with r table
value for degree of freedom (df) = n – 2 with alpha = 0.05.
If rcount > rtable and it is positively correlated then the item or question
is valid. Or in other words the question item is said to be valid if the item
score has a positive and significant correlation with the total variable score.
44
2. Reliability Test
Reliability test is a tool to measure a questionnaire which is an
indicator of variables or constructs. A questionnaire said to be reliable or
reliable if someone answers to questions are consistent or stable over time.
SPSS provides the facility to measure the reliability of the statistical test
Cronbach Alpha (α). a construct or variable said to be reliable if it provides
value (α) more than 0,60 (Wiratna Sujerweni, 2015).
In other words able to obtain precise data on the variables studied.
Testing of each item used item analysis, the reliability test is a measure of
stability and reliability testing instruments used in this study using
Cronbach's Alpha formula..
E. Classical Assumption Test
1. Normality Test
Normality test aims to test whether the regression model, or residual
confounding variable has a normdistribution (Ghozali, 2012).The data is
good and decent in the study is that having normal distribution.
There are several ways to detect normality to see the spread of the
data (points) on the diagonal axis of the graph. There are two ways to detect
whether residual normal distribution or not is by analysis of graphs and
statistical tests (test Kolmogorov - Smirnov), with the following explanation
(Ghozali, 2016).
45
a). Normality Test in Charts
One of the easiest ways to see the residual normality is to look
at the histogram graph that compares the distribution of
observation data with which to detect the normal distribution.
However, just by looking at the histogram this can be
misleading, especially to the small sample size. More reliable
method is to look at normal probability plots comparing the
cumulative distribution of the normal distribution. The normal
distribution will form a straight diagonal line and residual
plotting the data will be compared with a diagonal line (Ghozali,
2016).
Basis for a decision in the normality test is:
1) If the data is spread around the diagonal line and follow the
direction of the diagonal line, the regressions meet the
assumption of normality.
2) If the data spread of the diagonal line and did not follow
directions or diagonal line, the regression model did not meet
the assumption of normality.
b). Normality Test in Statistics
Normality test graphically can be misleading if not carefully
look at it. Therefore it is recommended to complete normality
test graphically statistical normality test (Ghozali, 2016).
46
In addition to seeing the normal curve P-plot, the normality test
can also be performed using the Kolmogorov-Smirnov test. In
Kolmogorov Smirnov test the hypotheses that apply are:
H0 = Samples derived from data or population normally
distributed.
Ha = Samples derived from data or populations that are not
normally distributed.
In this test if sig. < 0,05 then the data is not distributed
normally. However, if the value of sig. > 0,05 then the
distributed data is normal (Santoso, 2011).
2. Multicollinearity Test
Multicollinearity test aims to test whether the regression model
found a correlation between free variables of brand image, customer
value, and product quality. In the regression model is a good should not
happen correlation between independent variables (Ghozali, 2016).
A good regression model should not correlate between independent
variables. If the independent variables are correlated, then these variables
are not orthogonal. Orthogonal variable is the independent variable
correlation values between the members of the independent variables
must be equal to zero.
To detect the presence or absence multicollinearity in the regression
model are as follows:
47
1) The value of R2 generated by an empirical regression model estimate
is very high, but individually many independent variables were not
significantly affecting the dependent variable.
2) Analyze the correlation matrix of the independent variables. If there
is correlation between the independent variables are quite high
(generally above 0,90), then this is an indication of multicollinearity.
The absence of a high correlation between the independent variable
does not mean free of multicollinearity. Multicollinearity may be
happen due to the combined effect of two or more independent
variables.
3) Multicollinearity can also be seen from: (1) The value of tolerance
and the opponent; (2) Variance Inflation Factor (VIF). Both these
measurements indicate each independent variable which explained
by other independent variable. In simple terms each independent
variable the dependent variable and regressed against other
independent variables. Tolerance measures the variability of
independent variables was chosen that are not explained by other
independent variable. So a low tolerance value equal to the value of
a high VIF (for VIF = 1/Tolerance). Value cutoff commonly used to
indicate the presence multicollinearity is the tolerance value < 10 or
equal to VIF > 10 (Ghozali, 2016).
48
3. Heterocedastity Test
Heteroscedasticity test was conducted to test whether a regression
model occurred inequality residual variance from one observation to
another observation remains, and then called heteroscedasticity. If the
points spread above and below the number 0 on the Y axis without
forming a particular pattern, then there is no heteroscedasticity
(Ghozali, 2016).
A good regression model is that homoscedasticity or did not happen
heteroscedasticity. Most of the data resection containing situation
because this data collect data representing a variety of sizes (small,
medium and large).
There are several ways to detect the presence or absence of
heteroscedasticity. In this study to see Graph Plot between the
predicted values of the dependent variable (dependent) is ZPRED with
residual SRESID. Heteroscedasticity detection of the presence or
absence can be done by looking at whether there is a specific pattern
on a scatterplot graph between SRESID and ZPRED wherein Y is a Y
axis that has been predicted, and the X axis is the residual (prediction
Y - Y in fact) who have in-studentized. With the analysis if there is a
specific pattern of regular (wavy, widened and then narrowed), then
identifying been going heteroscedasticity and if there is no clear
pattern, as well as the points spread above and below the number 0 on
the Y axis, then there is no heteroscedasticity (Ghozali, 2016).
49
F. Hypothesis Test
1. t- Test (Partial Test)
To determine whether the independent variables partially (individual)
have a significant influence on the dependent variable. The statistical T
test basically shows how far the influence of the independent variables
individually explaining the variation of the dependent variable Ghozali,
(2016).
The t-test was used to test the partial each variable. T test results can
be seen in the table on the column significant coefficient (significance).
If the t value or significance probability < 0,05, it can be said that there
are significant independent variable on the dependent variable partially.
However, if the probability value or significance t > 0,05, it can be
said that there is no significant effect of each variable on the dependent
variable.
t - test formula: to = 𝑏𝑖𝑆𝑏𝑖
Where:
to = t value
bi = coefision regression
Sbi = standard error
Hypothesis based Significance namely:
a. If the number sig. > 0,05, then Ho is accepted
b. If the number sig. < 0,05, then Ho is rejected
50
2. F – Test (Simultaneous Test)
This test aims to prove whether the independent variables (X)
simultaneously (together) have an influence on the dependent variable
(Y) (Ghozali, 2016).
If F count > F table, then Ho is rejected and Ha accepted, which
means that the independent variable has a significant effect on the
dependent variable using a significant level of 0,05 if the value of F
count > F table then together all independent variables affect the
dependent variable. Additionally, you can also see the value of
probability. If the probability value less than 0,05 (for a significance
level of = 0,05), the independent variables jointly affect the dependent
variable. Meanwhile, if the probability value is greater than 0,05, the
independent variables simultaneously has no effect on the dependent
variable.
Formula F test
F = 𝑅2
𝐾⁄
(1−𝑅2)(𝑛−1−𝑘)⁄
Where:
R2 = multiple correlation coefficient squared
n = number of sample
Then it will be known whether this hypothesis simultaneously
rejected or accepted, while the form of simultaneous hypothesis is:
51
H0: β1 = β2 = β3 = 0 ; brand image, customer value and product quality
simultaneously does not affect the process of purchase decision.
H0: β1 ≠ β2 ≠ β3 ≠ 0 ; brand image, customer value and product quality
simultaneously influence the process of purchase decision.
G. Multiple Regression Analysis
1. Similarity Multiple Linear Regression
Multiple linear regression analysis is used to determine the
effect of two or more independent variables with one dependent
variable displayed in the form of a regression equation (Priyatno, 2016).
Analysis method in this research is a multiple linear regression
that is used to test brand image, customer value and product quality
toward process of purchase decision. The equation of multiple linear
regressions is as follows:
Where:
Y = Process of Purchase Decision
a = Constanta
e = Error sampling
X1 = Brand Image
X2 = Customer Value
X3 = Product Quality
β1, β2, β3= Regression coefficient
Y = a + β1 X1 + β2 X2 + β3 X3 + e
52
2. Coefficient of Determination (Adjusted R2)
The coefficient of determination analysis is used to determine
the percentage of contribution of the influence of independent
variables simultaneously on the dependent variable (Priyatno,
2016). According to Santoso (2001) in Priyatno (2016) states that
for regression with more than two independent variables, adjusted
R2 is used as the coefficient of determination.
In SPSS output, coefficient of determination lies on the table and
writing Summary Model Adjusted R². R² value of 1 means the
influence entirely dependent variable can be explained by the
independent variables and no other factors that lead to influence
dependent variable. The coefficient of determination is between zero
and one. R² small value means the ability of the independent
variables in explaining the dependent variable is very limited.
Values close to the mean of independent variables provide almost
all the information needed to predict the variation of the dependent
variable (Ghozali, 2016).
E. Variable Operational Research
Based on the core issues and hypotheses research on influence of brand
image, customer value and product quality toward process of purchase
decision on Sony alpha mirrorless camera user at Sony Alpha and NEX User
Indonesia group . The variables and indicators of this research can be seen
in the table below:
53
Table 3.2
Variable Operational Research
No Variable Dimension Indicators Scale
1.
Brand Image
Keller (X1)
(2013:77)
Strength
1. Product information
connects with the existing
brand knowledge
Likert
Favorability
2. Comfort
3. Reliable products
4. Easily remembered
Uniqueness
5. Product attributes (Quality)
6. Product attributes (Features)
7. Product attributes (Design)
8. Product functionality
9. Image enjoyed
2.
Customer Value
(X2) (Brocl and
Colgate, 2007)
Functional
Value
1. Suitability of performance
with expectations Likert
Experience
Value
2. Enjoyment
3. Interesting
Expressive
value
4. Self satisfaction
5. Personal Meaning
6. Self Identity
7. Social Status
Cost/Sacrifice
Value 8. Consumer Energy
54
No Variable Dimension Indicators Scale
3. Product Quality
(X3)
Tjiptono and
Chandra
(2011:193)
Performance 1. Easy and comfortable
Likert
Features 2. Completeness of feature
Reliability
3. Its minimum possibility of
experiencing damage or
failed to be used
Conformance to
specifications
4. Operation fulfilling design
and the operations standard
Durability 5. Have good quality material
as well as durable
Service ability 6. Easiness to repair damaged
components
Aesthetic 7. Attractive colors and design
of the products
Perceived
quality
8. Image & reputation of
product
Process of
Purchase
Decision (Y)
Kotler & Keller
(2016)
Determine the
problem
1. The process would need the
product
Likert
Searching the
information
2. Sources of family, friends,
organizations, social media
4. Alternative
evaluation 3. Beliefs and attitudes
Purchase
decision
4. Brand selection
5. Buy the most preferred
brand
Post-Purchase
decision 6. Satisfaction experience
55
CHAPTER IV
RESEARCH ANALYSIS
A. General Overview Research Object
Sony Corporation is a Japanese multinational corporation headquartered in
Tokyo, Japan. PT Sony Indonesia, as a selling and marketing company
authorized by Sony Corporation to carry out marketing, sales activities and
reliable service to the aftermarket of Sony products in Indonesia through seven
Sony Center, more than 600 authorized dealers, four branches and 61 authorized
service center which established on September 1, 1995.
Sony was founded by Masaru Ibuka and Akio Morita in 1946 named Tokyo
Tsushin Kogyo, which manufactured telecommunications equipment. The
company created a paper-based magnetic recording tape in 1950, brand named
Sony, and the company became Sony Corporation in 1958. The first digital
camera from Sony appeared in 1988, the Mavica. And the first mirrorless
camera from sony is alpha NEX-3 and NEX-5 announced in May 2010, both
cameras released and entered the market in July 2010.
Sony has several lines in business, those are smartphones, game and
network services, pictures, music, financial services, and consumer electronics
which mirrorless camera include in this consumer electronic line. The core
values of PT Sony Indonesia are to continuously serve customers and to
improve the lifestyle in Indonesia through product and technology.
56
B. Data Quality Test
1. Validity and Reliability Result
To test whether the measuring instrument used to meet the requirements of
a good measuring tool, so as to produce data in accordance with what is
measured, before finishing data analysis based on the results of data collected
in advance test data through validity and reliability data test.
a. Try Out Result of Validity test
The research questionnaire 9 items of Brand Image, 8 items of Customer
Value, 8 items of Product Quality, and 6 items of Process of Purchase
Decision . Correlation calculation result for the score of each items
statement with the total score of Brand Image (X1), Customer Value
(X2), Product Quality (X3), can be seen in the following table:
Table 4.1
Result of Validity Test
Questions Calculated
Value
R Table
value
Describe
Brand Image (X1)
Brand Image 1 0.670 0.361 Valid
Brand Image 2 0.614 0.361 Valid
Brand Image 3 0.719 0.361 Valid
Brand Image 4 0.818 0.361 Valid
Brand Image 5 0.723 0.361 Valid
Brand Image 6 0.648 0.361 Valid
Brand Image 7 0.633 0.361 Valid
57
Brand Image 8 0.747 0.361 Valid
Brand Image 9 0.600 0.361 Valid
Customer Value (X2)
Customer Value 1 0.615 0.361 Valid
Customer Value 2 0.493 0.361 Valid
Customer Value 3 0.658 0.361 Valid
Customer Value 4 0.563 0.361 Valid
Customer Value 5 0.677 0.361 Valid
Customer Value 6 0.762 0.361 Valid
Customer Value 7 0.517 0.361 Valid
Customer Value 8 0.592 0.361 Valid
Product Quality (X3)
Product Quality 1 0.808 0.361 Valid
Product Quality 2 0.828 0.361 Valid
Product Quality 3 0.715 0.361 Valid
Product Quality 4 0.723 0.361 Valid
Product Quality 5 0.672 0.361 Valid
Product Quality 6 0.681 0.361 Valid
Product Quality 7 0.531 0.361 Valid
Product Quality 8 0.765 0.361 Valid
Process of Purchase Decision (Y)
Process of Purchase
Decision 1
0.563 0.361 Valid
Process of Purchase
Decision 2
0.725 0.361 Valid
58
Process of Purchase
Decision 3
0.580 0.361 Valid
Process of Purchase
Decision 4
0.731 0.361 Valid
Process of Purchase
Decision 5
0.589 0.361 V alid
Process of Purchase
Decision 6
0.672 0.361 Valid
Source: SPSS primary data have been processed, 2019
Results try out table shows that 31 items of questionnaire given to the
30 respondents has a value of r table greater than the score of r table for
28 = 0.361 which means all items are valid.
b. Try Out Result of Reliability test
Reliability test is used to test the consistency of the data within a
certain period, namely to determine the extent of measurement used can
be trusted or relied upon. According to Wiratna Sujerweni (2015) a
variable is said to provide reliable if the Cronbach Alpha values > 0.60
it means design of the questionnaires in this research can be said as
reliable. These are the following results of reliability test:
Table 4.2
Try Out Result of Reliability Test
Variable Cronbach’s Alpha N of item Information
Brand Image 0.859 9 Reliable
Customer Value 0.757 8 Reliable
Product Quality 0.865 8 Reliable
Process of Purchase
Decision
0.715 6 Reliable
Source: SPSS primary data have been processed, 2019
59
Based on table above all the variables brand image, customer value,
Product quality and process of purchase decision has a Cronbach’s
Alpha values above 0.60 then all variables are reliable.
C. Descriptive Respondents
Respondents in this research are the customers who bought Sony Alpha
mirrorless camera. The number of customers who have been selected as
respondents are 100 people with characteristics based on gender, age, work
level, income, and usage period. The demographic characteristics of the
respondent’s classification can be described as follows:
a. Respondents by Gender
Table 4.3
Respondents by Gender
Gender Frequency Percentage
Male 87 87%
Female 13 13%
Total 100 100%
Source: SPSS primary data have been processed, 2019
From table 4.1 above it is known that the 100 respondents who bought
Sony Alpha mirrorless camera consists of 87 people or 87% are male
respondents and 13 or 13% are female respondents.
b. Respondents by Age:
Table 4.4
Respondents by Age
Age Frequency Percentage
18 – 25 years 32 32%
26 - 40 years 51 51%
> 40 years 17 17%
Total 100 100%
Source: SPSS primary data have been processed, 2019
60
From table 4.2 above is known that respondents who bought Sony
Alpha mirrorless camera consists of 32 people or 32% of respondents
aged 18-25 years, 51 people or 51% of respondents aged 26-40 years and
17 people or 17% of respondents aged > 40.
c. Respondents by Working Level
Table 4.5
Respondents by Working Level
Job Level Frequency Percentage
Entrepreneur 43 43%
College Student 27 27%
Office worker 17 17%
Civil servant 13 13%
Total 100 100%
Source: SPSS primary data have been processed, 2019
From table 4.3 above it is known that the 100 respondents who
bought Sony Alpha mirrorless camera consist of 43 votes, or 43% of
respondents to the level of Entrepreneur, 27 votes, or 27% of respondents
with a level of College, 17 people or 17% of respondents with the level
of office worker, and 13 or 13% of respondents with worker level civil
servant
d. Respondent by Income per Month
Table 4.6
Respondent Income per Month
Income per month Frequency Percentage
< 3 million 27 27%
3-5 million 56 56%
> 5 million 17 17%
Total 100 100%
Source: SPSS primary data have been processed, 2019
61
From table 4.4 above it is known that the 100 respondents who
bought Sony Alpha mirrorless camera, consisting of 27 people or 27% of
respondent’s income < 3 million, 56 people or 56% of respondent’s
income is 3-5 million, 17 people or 17% of respondent’s income is >5
million.
62
D. Statistic Descriptive
1. Variables Brand Image (X1)
Results of answer from 100 respondents to the variable brand image
(X1) which consists of 9 statements, the answers obtained are then
analyzed by using the percentage of respondents answer, the results can
be seen in the table 4.6 below:
Table 4.7
Descriptive of Brand Image Variable (X1)
No Question SD D N A SA
1 2 3 4 5
1 Sony Alpha camera is a better
product compared to other
mirrorless cameras
10 13 29 30 18
2 Sony Alpha camera is comfortable
to use
11 13 35 27 14
3 Sony Alpha camera is reliable
products
6 21 28 28 17
4 Sony Alpha camera is easy to
remember brands
9 17 26 28 20
5 Sony Alpha camera has good
quality
10 19 25 34 12
6 Sony Alpha camera products are
compatible
10 21 31 22 16
7 Sony Alpha camera has futuristic
design
9 18 34 22 17
8 Sony Alpha camera works well 9 15 37 26 13
9 Sony Alpha camera has unique
image
11 15 35 24 15
63
Question
SD D N A SA
1 2 3 4 5
Total 85 152 280 241 142
Percentage (%) 9.4
4%
16.8
9%
31.1
1%
26.7
8%
15.7
8%
Here are the most respondent answers from the dissemination of 9
questions about Brand Image variable (X1), those are:
- Strongly Disagree, 85 or 9.44% respondents are obtained from
(85/900x100)
- Disagree, 152 or 16.89% respondents are obtained from
(152/900x100)
- Neutral, 280 or 31.11% respondents are obtained from
(280/900x100)
- Agree, 241 or 26.78% respondents are obtained from
(241/900x100)
- Strongly Agree, 142 or 15.78% respondents are obtained from
(142/900x100)
Based on the results of questionnaires spreaded for brand image
variable (X1) seen from the highest respondent answers percentage on
the “Neutral” answer is 31.11%, it can be concluded that brand image
on Sony Alpha mirrorless camera consumer in Sony Alpha and NEX
User Indonesia group is good.
64
2. Variables Customer Value (X2)
The result of answer from 100 respondents to Customer Value (X2)
which consists of 8 statements, the answers obtained are then analyzed
by using the percentage of respondents answer, the results can be seen
in the table 4.7 below:
Table 4.8
Descriptive of Customer Value Variable (X2)
No. Question SD D N A SA
1 2 3 4 5
1 Sony Alpha
cameras have
performance that
matches my
expectations
8 15 34 28 15
2 I enjoy taking
pictures using
Sony Alpha
cameras
10 16 27 38 9
3 I am interested to
continue using
mirrorless
cameras from
Sony Alpha
10 15 34 27 14
4 I feel satisfied
with the results
of images from
Sony Alpha
cameras
8 16 42 16 18
5 Sony Alpha
camera is my
favorite product
10 17 33 28 12
6 Using Sony
Alpha camera
shows my
identity
8 19 32 29 12
65
No. Question SD D N A SA
1 2 3 4 5
7 Using a Sony
Alpha camera
can show my
social status
8 16 34 27 15
8 I had no
difficulty when
buying Sony
Alpha camera
products
7 16 38 23 16
Total 69 130 274 216 111
Percentage (%) 8.63% 16.25% 34.25% 27% 13.88%
Here are the most respondent answers from the dissemination of 8
questions about customer value variable (X2), namely:
- Strongly Disagree, 69 or 8.63% Answers are obtained from
(69/800x100)
- Disagree, 130 or 16.25% Answers are obtained from
(130/800x100)
- Neutral, 274 or 34.25% Answers are obtained from
(274/800x100)
- Agree, 216 or 27% Answers are obtained from (216/800x100)
- Strongly Agree, Answers 111 or 13.88% are obtained from
(111/800x100)
Based on the results of questionnaires spread for Customer Value
variable (X2) seen from the highest respondent answers percentage on
the “Neutral” answer is 34.25% so it can be concluded that customer
66
value on Sony Alpha mirrorless camera consumer in Sony Alpha and
NEX User Indonesia group is good.
3. Variables Product Quality (X3)
The result of answer from 100 respondents to Product Quality (X3)
which consists of 8 statements, the answers obtained are then analyzed
by using the percentage of respondents answer, the results can be seen
in the table 4.8 below:
Table 4.9
Descriptive of Product Quality Variable (X3)
No Question SD D N A SA
1 2 3 4 5
1 Sony Alpha camera is easy to
use 1 3 14 28 54
2 Sony Alpha cameras have
complete features 0 5 13 22 60
3 Sony Alpha cameras are not
easily damaged or error 0 3 15 25 57
4
Sony Alpha camera products
have a level of suitable as
advertised
1 8 19 31 41
5
Sony Alpha cameras have
high quality and durable
material
3 3 19 52 23
6
Damage caused to the Sony
Alpha camera is easy to be
fixed
3 11 23 25 38
7
Sony Alpha camera products
have a various colors and
attractive design
0 3 16 38 43
67
Question SD D N A SA
1 2 3 4 5
8 Sony Alpha cameras have a
good product image 1 2 12 34 51
Total 9 38 131 255 367
Percentage 1.13
%
4.75
%
16.38
%
31.8
8%
45.88
%
Here are the most respondents answer from the dissemination of 8
question about Product Quality variable (X3), those are:
- Strongly Disagree, 9 or 1.13% answers are obtained from
(9/800x100)
- Disagree, 38 or 4.75% answers are obtained from (38/800x100)
- Neutral, 131 or 16.38% answers are obtained from (131/800x100)
- Agree, 255 or 31.88% answers are obtained from (255/800x100)
- Strongly Agree, 367 or 45.88% answers are obtained from
(367/800x100)
Based on the results of questionnaires spread for Product Quality
variable (X3) seen from the highest respondent answers percentage on
the “Strongly Agree” answer is 45.88% so it can be concluded that
product quality on Sony Alpha mirrorless camera consumer in Sony
Alpha and NEX User Indonesia group is good.
68
4. Variables Process of Purchase Decision (Y)
The result of answer from 100 respondents to Process of Purchase
Decision (Y) which consists of 6 statements, the answers obtained are
then analyzed by using the percentage of respondents answer, the results
can be seen in the table 4.9 below:
Table 4.10
Descriptive of Process of Purchase Decision Variable (Y)
No Question SD D N A SA
1 2 3 4 5
1 Sony Alpha Camera products are
easy to get 6 19 25 30 20
2 Consumer opinion on Sony
Alpha cameras is good 10 23 25 28 14
3 Sony Alpha camera products
have good value in the eyes of
consumers
9 30 34 21 6
4 The Sony Alpha brand is a brand
with good value 11 19 34 26 10
5 I prefer to buy a Sony Alpha
camera rather than other products 11 14 26 37 12
6 Sony Alpha cameras gives
satisfaction to consumers 11 12 22 32 23
Total 48 108 158 170 116
Percentage 8% 18%
26.33%
28.33%
19.33%
69
Here are the answer most respondents from the dissemination of 6
question about process of purchase decision variable (Y), namely:
- Strongly Disagree, 48 or 8% are obtained from (48/600x100)
- Disagree, 108 or 18% are obtained from (124/600x100)
- Neutral, 158 or 26.33% are obtained from (158/600x100)
- Agree, 170 or 28.33% are obtained from (170/600x100)
- Strongly Agree, 116 or 19.33% are obtained from (119/600x100)
Based on the results of questionnaires spread for process of
purchase decision variable (Y) seen from the highest respondent answers
on the answer “Agree” that is 28.33% so it can be concluded that process
of purchase decision on Sony Alpha mirrorless camera consumer in Sony
Alpha and NEX User Indonesia group is good.
E. Classical Assumption Test
1. Normality Test
The normality test aims to test whether in the regression model, the
annoying or residual variable has a normal distribution. If this
assumption is violated then the statistical test becomes invalid for small
sample quantities (Ghozali, 2016).
70
Table 4.11
One-Sample Kolmogorov-Smirnov Test Table
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 100
Normal Parametersa,b Mean .0000000
Std. Deviation 2.56320960
Most Extreme
Differences
Absolute .050
Positive .050
Negative -.035
Test Statistic .050
Asymp. Sig. (2-tailed) .200c,d
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
d. This is a lower bound of the true significance.
Source: primary data have been processed (2019).
Test results show that Asymp value. Sig. (2-tailed) of 0.200 greater
than 0.05 so it can be concluded that the research model has a normal
data distribution. While the value of Test Statistic is 0.200, it means that
the residual data is normally distributed.
71
For normality tests, the author also uses the Normal P-Plot chart.
The table can be seen in figure 4.1 below:
Figure 4.1
Result of normality test
Source: primary data have been processed (2019)
Normality test with a normal probability plot requires that the data
spreading should be around the diagonal line and follow the direction of
the diagonal line. Based on the picture above can be concluded that the
data in this study qualifies the normal probability plot so that the
regression model in the study meets the assumption of normality (normal
distribution). This means that the data in this study comes from a
population that is normally distributed.
72
2. Multicollinearity Test
Multicollinearity test is done by calculating the value of variance
inflation factor (VIF) of each independent variable. Multicollinearity
occurs when the Variance Inflation Factor (VIF) value exceeds 10. If
the Variance Inflation Factor (VIF) score of less than 10 indicates the
correlation between the independent variables can still be tolerated. The
results of this Multicollinearity test can be seen in the table 4.11 below:
Table 4.12
Result of Multicollinearity Test
Coefficientsa
Model
Unstandardized
Coefficients
Standar
dized
Coeffici
ents
t Sig.
Collinearity
Statistics
B
Std.
Error Beta
Tolera
nce VIF
1 (Constant) 1.192 2.049 2.582 .562
Brand Image .354 .054 .593 6.515 .000 .277 3.604
Customer
Value
.247 .069 .324 3.565 .001 .278 3.592
Product
Quality .382 .051 .036 3.742 .009 .218 4.597
a. Dependent Variable: Process of Purchase Decision
Source: Primary data have been processed (2019)
73
Based on the coefficients table above, the value of Variance
Inflation Factor (VIF) of each independent variable has no value more
than 10, so it can be concluded that the regression model in this study
does not contain Multicollinearity.
3. Heteroscedasticity Test
Heteroscedasticity test was conducted to test whether a regression
model occurred inequality residual variance from one observation to
another observation remains, and then called heteroscedasticity. If the
points spread above and below the number 0 on the Y axis without
forming a particular pattern, then there is no heteroscedasticity (Ghozali,
2016).
Test heteroscedastity in graph (Scatterplot) detection of the presence
or absence of heteroscedasticity can be done by looking whether there
is a specific pattern on a scatterplot graph between SREID and ZPREID
wherein Y is the Y axis is predictable, and the X axis is the
residual(prediction Y - Y in fact) who have been in student zed.
(Ghozali, 2016).
74
Figure 4.2
Result of Heteroscedasticity Test
Source: primary data have been processed (2019)
Based on the Scatterplot image above it can be seen that the dots do
not form a clear pattern, and the spots spread above and below the number
0 on the Y axis. So it can be concluded that there is no problem of
heteroscedasticity in the regression model.
75
F. Hypothesis Test Result
1. Partial Test (t-test)
Comparing the statistic t value with the critical value according to the
table. If the t statistic value of the calculation results is higher than the t table
value, we accept an alternative hypothesis which states that an independent
variable individually affects the dependent variable (Ghozali, 2016).
Table 4.13
Result of t-test
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
(Constant) 1.192 2.049 2.582 .562
BrandImage .354 .054 .593 6.515 .000
CustomerValue .247 .069 .324 3.565 .001
ProductQuality .382 .051 .036 3.742 .009
a. Dependent Variable: Process of Purchase Decision
Source: primary data have been processed (2019)
Based on t test results table above to determine the influence of each
independent variable partial (individual) on the dependent variable is as
follows:
a. Effect of Variable Brand Image (X1) on Process of Purchase
Decision (Y)
In Table 4.13 t-test, brand image (X1) to process of purchase
decision (Y) showed a significant value 0.000 < 0,05, Because sig. < a,
it can be concluded that there is significant influence between brand
76
image on process of purchase decision received (Ha accepted and Ho
rejected), it can be stated that brand image (X1) have a significant effect
on process of purchase decision (Y).
The results of the analysis above show that the effect on the variables
of brand image on process of purchase decision on sony alpha
mirrorless camera consumer at Sony Alpha and NEX User Indonesia
group has a significant result, it strengthen the previous research by
Paramitasari (2013) entitled The Influence of Brand Image Towards
Purchase Decision (Survey at KFC Kawi Malang Consumer) which
concluded that Brand image variables named company image, product
image and user image have a significant effect on Brand Image, but the
other result outlined the previous research by Bob Foster (2016) entitled
Impact of Brand Image on Purchasing Decision on Mineral Water
Product “Amidis” (Case Study on Bintang Trading Company) the
impact of brand image on purchasing decisions only 7% which means
that the consumer purchasing decisions are more influenced by other
variables than the brand image alone.
b. Effect of Variable Customer Value (X2) on Process of Purchase
Decision (Y)
In Table 4.13 t-test, the variable customer value (X2) on process of
purchase decision (Y) shows significant value 0,001 < 0,05, Because
sig. < a, it can be concluded that there is significant influence between
customer value to process of purchase decision received (Ha accepted
77
and Ho rejected), it can be stated that customer value (X2) have a
significant effect on process of purchase decision (Y).
This result consistent with previous studies conducted by Sanzhez
and Ostrovskaya in (2012), entitled Consumer values and the tendency
to use the brand name in purchase decisions: A comparison between
Spain and Russia. the results indicate that brand image have significant
effect on purchase decision. The result also consistent with study
conducted by Gina Anggina and Rini Andari (2015) entitled The Effect
Of Customer Value On Decisions Using Meeting Package In Golden
Flower Hotel Bandung who found that Customer value had a significant
effect on decision using a meeting package. Different from previous
study by Dian Eka and Yulia Hamdani (2017) who found that customer
value does not have a significant effect on purchasing decisions.
c. Effect of Variable Product Quality (X3) on Process of Purchase
Decision (Y).
In Table 4.13 t-test, the variable product quality (X3) on process of
purchase decision (Y) shows significant value 0,009 < 0,05, Because
sig. < a, it can be concluded that there is significant influence between
product quality to process of purchase decision received (Ha accepted
and Ho rejected), it can be stated that product quality (X3) have a
significant effect on process of purchase decision (Y).
78
The results of the analysis above show that the variable product
quality affect on purchase decision. This is consistent with previous
studies conducted by Prisilla (2015) entitled “The Influence Of Product
Quality And Consumer Perception To Purchase Decision On Canon
Dslr Camera In Manado", the results show that Product Quality have
significant effect on purchase decision. Product Quality and Consumer
Perceptions simultaneously influence the purchase decision Canon
DSLR Camera. And in partial, Products Quality, and Consumer
Perception significantly influence the purchase decision Canon DSLR
cameras in Manado. The results also consistent with previous study by
Amron (2018) entitled “The Influence of Brand Image, Brand Trust,
Product Quality, and Price on the Consumer’s Buying Decision of MPV
Cars” who found that Product Quality Significantly influence consumer
buying decision.
2. Simultaneous Test (f-Test)
This test aims to prove whether the independent variables (X)
simultaneously (together) have an influence on the dependent variable (Y)
(Ghozali, 2016). If F count > F table, then Ho is rejected and Ha accepted, which
means that the independent variable has a significant effect on the dependent
variable using a significant level of 0,05 if the value of F count > F table then
together all independent variables affect the dependent variable.
Additionally, you can also see the value of probability. If the probability
79
value less than 0,05 (for a significance level of = 0,05), the independent
variables jointly affect the dependent variable. Meanwhile, if the probability
value is greater than 0,05, the independent variables simultaneously has no
effect on the dependent variable.
Table 4.14
Result of simultaneous f-test
From result of analysis in table above that is ANOVA test obtained F-
count value equal to 112.639, while F-table ( 0,05) for df2 (n = 97) and df1
= 3 equal to 2.70. So Fcount > from Ftable (0,05) or 112.639 > 2.70 with 0.05
significant level, it can be said that Product Quality, Customer Value, and
Brand Image together or simultaneously have a positive effect on process of
purchase decision (Y)
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regressio
n 2288.798 3 762.933 112.639 .000b
Residual 657.004 97 6.773
Total 2945.802 100
a. Dependent Variable: Process of Purchase Decision
b. Predictors: (Constant), ProductQuality, CustomerValue, Brand Image
Source: Primary data has been processed (2019)
80
G. Result of Multiple Linear Regression Analysis
The analysis technique used in this research is multiple linear regression
analysis. Multiple linear regression analysis was used as statistical analysis
tools for the study was designed to examine the variables that influence of
the independent variable on the dependent variable in which the variables
used in this study is more than one. This study was followed by testing the
model significance and interpretation of the regression model.
Table 4.15 Results of Multiple Linear Regression Analysis
Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1
(Constant) 1.192 2.049 2.582 .562
BrandImage .354 .054 .593 6.515 .000
CustomerValue .247 .069 .324 3.565 .001
ProductQuality .382 .051 .036 3.742 .009
a. Dependent Variable: Process of Purchase Decision
81
Based on the results obtained from the regression coefficients above,
it can be made a regression equation as follows:
Y = 1,192 + 0,354X1 + 0,247X2 + 0,382X3 + e
Where:
Y = Process of Purchase Decision
a = Constanta
X1 = Brand Image
X2 = Customer Value
X3 = Product Quality
β1 = Coefficient of Brand Image
β2 = Coefficient of Customer Value
β3 = Coefficient of Product Quality
e = Standard Error
Based on the table above, concluded that among the independent
variables in this research have dominant influence is product quality
with the value 0.382 or equal to 43.4%.
82
H. Test Result for Coefficient of Determination (R2)
In SPSS output, coefficient of determination lies on the table and
writing Summary Model Adjusted R². R² value of 1, meaning the influence
entirely dependent variable can be explained by the independent variables
and no other factors that lead to influence the dependent variable. The
coefficient of determination is between zero and one. R² small value means
the ability of the independent variables in explaining the dependent variable
is very limited. Values close to the mean of independent variables provide
almost all the information needed to predict the variation of the dependent
variable (Ghozali, 2016).
Table 4.16
Coefficient of Determination Test Result
Model Summary
Model R
R
Square
Adjusted
R Square
Std.
Error of
the
Estimate
Change Statistics
R
Square
Change
F
Change df1 df2
Sig. F
Change
1 .903a .816 .810 4.11234 .816 143.455 3 97 .000
a. Predictors: (Constant), Product Quality, Customer Value, Brand Image
Source: primary data have been processed (2019)
Based on the table above, the Summary Model produces an Adjusted
R Square value of 0.816, meaning that Brand Image (X1), Customer Value
(X2) and Product Quality (X3) have an influence of 81.6% on Process of
Purchase Decision (Y) whereas the rest of 18.4% influential with other
factors not examined by the authors in this study.
83
CHAPTER V
CONCLUSION AND RECOMMENDATION
A. Conclusion
Based on the results of analysis and discussion in the previous chapter
then obtained regarding to conclusions, Analysis of brand imge, customer
value and product quality toward Process of Purchase Decision. These
conclusions include:
1. There is significant influence between brand imange and Process of
Purchase Decision on Sony Mirrorless Camera consumer in Sony
Alpha and NEX User Indonesia group .
2. There is significant influence between customer value and Process
of Purchase Decision on Sony Mirrorless Camera consumer in Sony
Alpha and NEX User Indonesia group .
3. There is significant influence between product quality and Process of
Purchase Decision on Sony Mirrorless Camera consumer in Sony
Alpha and NEX User Indonesia group .
4. Brand image, customer value and product quality simultaneously
influence Process of Purchase Decision on Sony Mirrorless Camera
consumer in Sony Alpha and NEX User Indonesia group .
84
B. Recommendation
Based on the conclusions obtained in the research, then there are
various suggestions put forward by the researchers based on the results of
the study as follows:
a) Continual improvement of the brand image is highly recommended
because of the t test results prove that in partial, it has a positive
influence on process of purchase decision for PT. Sony Indonesia. PT.
Sony Indonesia should make innovation to improve their brand image
to increase its value.
b) Continual improvement of customer value is strongly recommended
because of the t test results prove that in partial, it has a positive
influence on process of purchase decision at PT. Sony Indonesia. PT.
Sony Indonesia has to improve their branding to enhance the
consumers brand image of Sony Mirrorless camera to increase the
consumers of PT. Sony Indonesia.
c) Continual maintenance and improvement of product quality is highly
recommended because of the t test results prove that in partial, it has
a positive influence on process of purchase decision at PT. Sony
Indonesia. PT. Sony Indonesia should make an attractive features
compared to another producer but still considering the quality of its
product to attract more consumers.
85
For further research, assessment needs to be done in a way to
develop research variables with the larger sample and population. This
assessment is expected to find new things that could be beneficial to
the science development, especially in the marketing field.
86
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Jakarta. 2013.
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Kasus-Kasus Statistik”. Mediakom, Jogyakarta, 2016.
Sangadji, E. M., dan Sopiah,. “Consumer Behavior: Perilaku konsumen dan
strategi pemasaran”. Erlangga, Jakarta. 2013.
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Jersey: Prentice-Hall, Inc. 2000.
Smith, Brock., and Colgate, Mark “Customer Value Creation: A Practical
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http://www.topbrand-award.com/top-brand-survey/survey-
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88
Attachment 1
KUESIONER
THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE, AND PRODUCT QUALITY
TOWARDS PROCESS OF PURCHASE DECISION
(Case Study of Sony Alpha Mirrorless Camera User in Sony Alpha and NEX
User Indonesia Community)
Kepada Yth:
Para Responden
Saya pengirim kuesioner ini:
Nama : Reza Sofie Hidayat
NIM : 1112081100003
Status : Mahasiswa Program Studi Manajemen Pemasaran Univ. Islam
Negeri Syarif Hidayatullah Jakarta.
Dalam rangka melakukan penelitian ilmiah untuk SKRIPSI (S I) Universitas Islam
Negri Syarif Hidayatullah Jakarta, saya memerlukan informasi untuk mendukung
penelitian yang sedang saya lakukan.
Saya mohon partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar umtuk memberikan
informasi melalui kuesioner ini. Semua informasi yang diperoleh dari kuesioner ini hanya
akan digunakan untuk kepentingan penelitian ini.
89
Partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar merupakan kunci keberhasilan
penelitian ilmiah ini. Atas perhatian dan kesedian Bapak/ Ibu, Mahasiswa/ Pelajar
meluangkan waktu untuk mengisi dan mengembalikan kuesioner ini, saya ucapkan
terimakasih banyak.
DATA RESPONDEN
PETUNJUK : Pertanyaan pilihan ganda isi dengan menyilang a, b atau c
Nama (Alias) :
Jenis kelamin : a. Pria b. Wanita
Alamat rumah :
Usia : a. 18-25 th b. 26-40 th c. > 40
Pekerjaan :
Penghasilan : a. < 3 juta b. 3-5 juta c. > 5 juta
Berapa lama menggunakan kamera : a. < 1 Tahun b. 1-3 Tahun c. > 3 Tahun
PETUNJUK PENGISIAN
Untuk pernyataan di bawah ini pilihlah salah satu jawaban yang menurut Anda paling tepat dengan cara memberikan tanda (X) atau (√) di dalam kolom pilihan yang tersedia, pada alternatif jawaban yang terdiri dari:
Jawaban Respoden Skor
Sangat Tidak Setuju 1
Tidak Setuju 2
Netral 3
Setuju 4
Sangat Setuju 5
90
Penulis mohon kepada Bapak/Ibu/Saudara untuk memberikan jawaban dengan
keadaan yang sebenarnya, yang Bapak/Ibu/Saudara rasakan terhadap aspek tersebut di
atas.
Atas kesediaan Bapak/Ibu/Saudara memberikan jawaban pada kuesioner ini saya
ucapkan terima kasih.
KUESIONER BRAND IMAGE (X1)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
STS TS N S SS
1 2 3 4 5
1. Kamera Sony Alpha merupakan produk berkualitas dibanding kamera mirorless lainnya
2. Kamera Sony Alpha nyaman untuk digunakan
3. Kamera Sony Alpha merupakan produk yang handal
4. Kamera Sony Alpha merupakan merk yang mudah diingat
5. Kamera Sony Alpha memiliki kualitas yang baik
6. Produk kamera Sony Alpha kompatibel
7. Desain produk kamera Sony Alpha futuristik
8. Kamera Sony Alpha berfungsi dengan baik
9. Citra dari kamera Sony Alpha unik
91
KUESIONER CUSTOMER VALUE (X2)
KUESIONER PRODUCT QUALITY (X3)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
STS TS N S SS
1 2 3 4 5
1. Kamera Sony Alpha memiliki performa yang sesuai dengan ekspektasi saya
2. Saya menikmati saat mengambil gambar menggunakan kamera Sony Alpha
3. Saya tetarik untuk terus menggunakan kamera mirorless dari Sony Alpha
4. Saya merasa puas akan hasil gambar dari kamera Sony Alpha
5. Kamera Sony Alpha merupakan produk favorit saya
6. Menggunakan kamera Sony Alpha menunjukan identitas diri saya
7. Menggunakan kamera Sony Alpha bisa menunjukan status sosial saya
8. Saya tidak mengalami kesulitan saat membeli produk kamera Sony Alpha
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
STS TS N S SS
1 2 3 4 5
1. Kamera Sony Alpha mudah untuk digunakan
2. Kamera Sony Alpha memiliki fitur yang lengkap
3. Kamera Sony Alpha tidak mudah rusak atau error
92
KUESIONER PROCESS OF PURCHASE DECISION (Y)
No Deskripsi
Pernyataan/Pertanyaan
Frekuensi
Jawaban
STS TS N S SS
1 2 3 4 5
1. Produk Kamera Sony Alpha mudah di dapatkan
2. Opini konsumen terhadap kamera Sony Alpha baik
3. Produk kamera Sony Alpha memiliki nilai yang baik dimata konsumen
4. Merek Sony Alpha merupakan merek dengan nilai yang baik
5. Saya lebih memilih membeli kamera Sony Alpha dibanding produk lainnya
6. Kamera Sony Alpha memberikan nilai kepuasan terhadap konsumen
4. Produk kamera Sony Alpha memiliki tingkat kesesuaian produk sesuai dengan yang diiklankan
5. Kamera Sony Alpha memiliki material yang berkualitas dan tahan lama
6. Kerusakan yang terjadi pada kamera Sony Alpha mudah untuk di perbaiki
7. Produk kamera Sony Alpha memiliki pilihan warna dan design yang menarik
8. Kamera Sony Alpha memiliki citra produk yang baik
93
Attachment 2
Brand Image Variable (X1)
No BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 BI9 Total
1 5 3 5 4 3 5 4 4 3 36
2 5 3 3 3 4 5 3 5 4
35
3 3 4 5 5 5 5 3 5 3
38
4 4 5 4 4 3 4 3 3 3
33
5 4 3 4 5 5 5 5 5 4
40
6 5 4 4 5 3 5 5 5 4
40
7 3 4 4 5 4 4 4 3 5
36
8 5 4 5 5 4 5 3 4 5
40
9 3 4 4 4 3 3 3 3 3
30
10 4 3 5 4 4 3 3 3 5
34
11 3 3 3 4 4 4 3 3 3
30
12 3 4 4 4 5 3 3 4 5
35
13 4 5 5 5 5 5 5 5 4
43
14 4 5 5 5 4 3 5 5 5
41
15 3 3 4 4 4 3 3 4 3
31
16 4 4 5 3 4 3 3 3 5
34
17 4 5 3 4 5 4 4 4 4
37
18 4 3 4 4 4 4 3 3 3
32
19 4 4 4 4 4 3 3 4 4
34
20 4 3 3 3 4 3 3 3 4
30
21 2 4 4 4 3 2 3 4 3
29
22 3 4 4 4 4 4 3 4 3
33
94
23 2 2 2 2 3 4 4 3 3
25
24 4 3 4 4 3 4 3 3 3
31
25 4 3 4 4 4 4 4 4 4
35
26 4 4 4 3 3 3 4 3 3
31
27 3 2 3 2 3 3 3 3 3
25
28 3 3 2 3 2 3 2 3 3
24
29 3 3 3 3 2 3 3 3 3
26
30 1 3 3 3 2 2 3 3 3
23
31 5 4 3 3 2 5 5 3 4
34
32 3 3 4 4 4 3 4 3 3
31
33 5 4 4 4 5 4 5 3 5
39
34 3 3 3 3 4 3 3 3 3
28
35 3 5 3 3 4 3 5 4 5
35
36 4 4 5 5 4 4 4 4 5
39
37 4 3 3 3 3 4 3 5 2
30
38 3 3 4 4 4 3 4 3 3
31
39 5 4 5 3 5 3 2 5 2
34
40 3 3 3 3 4 3 3 3 3
28
41 4 5 5 5 4 4 4 5 5
41
42 5 4 3 3 4 4 4 3 3
33
43 3 3 2 5 3 3 4 3 3
29
44 3 3 3 3 3 3 4 4 3
29
45 4 5 4 4 4 3 5 4 3
36
46 3 3 3 3 3 3 4 4 3
29
95
47 4 3 3 4 5 5 4 4 4
36
48 4 3 3 3 3 3 3 3 3
28
49 5 4 4 4 4 3 5 4 4
37
50 4 3 3 3 3 3 3 3 3
28
51 4 4 4 4 4 4 4 4 2
34
52 3 3 3 4 3 3 3 3 3
28
53 2 2 2 3 3 2 2 3 3
22
54 3 3 3 3 2 2 3 3 2
24
55 2 2 2 2 3 3 3 3 2
22
56 3 2 2 2 3 3 2 3 2
22
57 2 3 3 3 3 2 3 3 2
24
58 3 3 3 3 2 2 2 3 3
24
59 2 2 3 2 1 1 2 2 3
18
60 3 3 2 2 3 2 3 2 2
22
61 3 2 2 2 1 1 3 3 2
19
62 2 3 3 3 2 2 1 3 3
22
63 3 3 2 3 3 1 2 2 3
22
64 3 3 3 2 2 2 3 2 3
23
65 3 1 1 1 2 2 2 1 1
14
66 1 1 2 2 2 2 1 1 1
13
67 1 1 2 1 1 2 2 1 1
12
68 2 2 2 1 1 2 2 2 1
15
69 1 1 2 2 2 1 2 2 2
15
70 2 2 2 2 2 1 1 1 2
15
96
71 3 1 2 1 1 1 2 2 2
15
72 1 2 1 2 2 2 2 1 1
14
73 1 1 1 2 1 2 2 1 1
12
74 2 1 1 2 2 2 1 2 2
15
75 2 1 1 1 2 2 2 1 2
14
76 1 1 1 2 2 2 1 1 1
12
77 1 1 2 2 1 1 1 2 1
12
78 1 1 2 1 1 2 1 2 1
12
79 2 2 2 1 2 1 2 2 1
15
80 2 2 2 1 1 1 1 1 1
12
81 1 2 2 2 1 1 1 2 2
14
82 5 5 4 4 4 5 5 4 5
41
83 4 4 4 5 2 5 5 5 4
38
84 4 4 4 1 3 2 4 4 4
30
85 4 5 3 4 3 4 2 2 4
31
86 4 4 5 4 4 2 3 3 4
33
87 4 4 4 3 3 3 3 3 4
31
88 4 4 5 5 5 4 5 5 4
41
89 3 3 4 4 4 3 3 3 4
31
90 4 4 5 5 4 5 4 4 3
38
91 5 5 4 5 4 4 5 4 4
40
92 5 4 5 5 4 4 4 2 4
37
93 4 5 5 5 4 5 5 4 4
41
94 5 5 3 4 5 3 5 4 5
39
97
95 4 4 5 3 2 4 2 2 4
30
96 5 5 4 4 4 4 4 4 4
38
97 5 3 5 5 5 5 5 5 5
43
98 5 5 2 5 4 5 5 4 5
40
99 5 4 3 5 4 4 4 5 4
38
100 5 3 4 5 5 5 4 4 5
40
Customer Value (X2)
NO CV1 CV2 CV3 CV4 CV5 CV6 CV7 CV8 Total
1 3 3 4 3 3 4 4 5 29
2 4 4 4 5 4 4 3 3
31
3 3 3 3 3 4 3 3 3
25
4 3 4 3 4 3 3 4 3
27
5 3 5 3 3 5 5 4 3
31
6 3 4 3 4 4 4 4 5
31
7 3 3 3 3 3 3 4 3
25
8 3 3 3 4 4 4 4 3
28
9 3 4 4 3 5 5 3 4
31
10 4 5 3 4 3 3 3 4
29
11 4 4 3 3 3 3 4 3
27
12 5 3 5 5 5 5 4 5
37
13 3 4 3 4 3 3 3 3
26
14 3 4 4 4 3 5 5 3
31
15 4 3 4 3 4 3 3 3
27
98
16 5 4 4 4 5 4 4 5
35
17 4 4 3 4 4 4 5 3
31
18 3 4 3 3 3 4 3 4
27
19 4 3 3 3 4 4 4 4
29
20 3 4 4 2 4 4 4 4
29
21 3 4 4 3 4 4 2 2
26
22 4 3 4 3 4 4 4 3
29
23 3 4 4 3 2 3 3 3
25
24 4 3 4 2 3 4 4 4
28
25 3 3 4 4 3 4 3 3
27
26 3 4 3 3 4 3 4 4
28
27 3 3 2 3 3 2 3 3
22
28 3 1 3 3 3 3 3 3
22
29 3 2 1 2 3 3 3 3
20
30 3 3 3 3 3 2 3 3
23
31 3 4 3 3 4 5 4 4
30
32 4 4 4 3 4 4 3 3
29
33 3 4 4 5 3 3 3 4
29
34 4 4 4 4 5 3 5 4
33
35 5 4 4 3 2 5 3 3
29
36 5 3 4 3 3 5 4 4
31
37 3 4 2 3 4 4 4 3
27
38 4 4 3 4 4 3 3 4
29
39 4 4 3 4 4 4 5 5
33
99
40 5 3 3 3 4 3 3 3
27
41 4 3 4 3 3 3 3 3
26
42 5 3 3 5 4 3 5 3
31
43 5 4 5 3 5 4 5 5
36
44 4 5 4 5 3 4 4 5
34
45 3 3 4 3 3 3 4 3
26
46 4 3 3 3 3 3 3 3
25
47 3 3 4 5 4 4 3 3
29
48 5 4 5 4 4 4 5 4
35
49 3 3 5 3 3 3 3 4
27
50 3 4 3 4 3 3 4 4
28
51 4 5 3 5 3 3 3 5
31
52 3 3 3 3 2 2 2 3
21
53 3 3 2 3 2 3 3 2
21
54 2 2 2 3 2 2 3 3
19
55 3 3 2 1 2 2 3 3
19
56 2 2 5 3 3 2 2 2
21
57 3 3 2 2 3 3 3 2
21
58 2 2 2 3 3 2 3 2
19
59 3 3 3 1 2 3 3 3
21
60 2 2 2 3 2 3 2 3
19
61 2 2 3 2 3 3 2 2
19
62 3 3 3 2 2 3 3 3
22
63 2 2 2 2 3 3 3 3
20
100
64 3 3 3 2 2 3 3 3
22
65 1 1 2 5 1 2 2 2
16
66 2 2 1 2 1 2 2 1
13
67 1 1 5 2 2 1 1 1
14
68 2 2 1 1 1 2 2 2
13
69 1 1 2 5 1 1 2 2
15
70 2 2 1 1 2 2 2 2
14
71 1 1 1 2 2 2 1 1
11
72 2 2 3 2 1 1 1 2
14
73 1 1 1 2 2 2 1 1
11
74 2 2 2 1 2 1 1 1
12
75 2 2 2 4 1 1 1 3
16
76 1 1 1 1 1 1 2 2
10
77 2 2 5 1 2 2 2 1
17
78 2 2 1 1 1 1 2 2
12
79 1 1 1 2 2 2 2 1
12
80 2 2 1 5 1 2 2 3
18
81 1 1 3 2 1 1 2 2
13
82 4 4 4 5 5 5 4 4
35
83 5 5 4 2 4 4 4 5
33
84 5 5 4 5 3 4 5 5
36
85 4 4 3 3 3 4 5 2
28
86 4 4 4 3 4 2 3 4
28
87 4 4 4 3 3 3 4 4
29
101
88 5 4 3 5 5 4 4 5
35
89 4 4 3 3 3 4 4 4
29
90 4 5 5 5 4 5 1 4
33
91 4 4 5 3 4 5 1 5
31
92 4 1 2 3 4 3 5 3
25
93 5 4 5 4 4 4 5 4
35
94 5 5 5 5 4 2 5 2
33
95 4 4 2 5 5 4 4 5
33
96 5 5 5 3 4 2 5 5
34
97 4 4 3 3 3 5 3 4
29
98 5 4 4 3 5 5 5 4
35
99 4 4 5 5 5 4 5 5
37
100 4 4 5 5 5 4 4 5
36
Product Quality (X3)
1 5 5 5 3 4 5 4 5 36
2 5 5 3 4 4 5 3 5 34
3 5 5 5 4 4 3 5 4 35
4 4 5 4 3 4 5 4 4 33
5 5 5 5 5 4 5 4 5 38
6 5 5 5 5 4 5 4 5 38
7 4 4 4 4 4 5 4 3 32
8 5 4 4 4 4 4 4 4 33
9 4 4 4 4 4 4 3 4 31
10 4 5 4 5 4 5 5 5 37
11 5 5 4 5 5 3 4 4 35
102
12 3 3 3 4 4 4 4 4 29
13 5 3 4 3 4 3 3 5 30
14 4 3 4 3 4 3 3 4 28
15 3 3 3 4 4 3 4 4 28
16 5 3 5 3 4 3 5 5 33
17 4 5 4 3 4 5 3 4 32
18 3 2 4 4 4 2 4 3 26
19 3 4 3 4 4 4 4 4 30
20 3 3 3 2 3 3 4 3 24
21 3 3 4 3 4 3 3 4 27
22 4 2 2 3 4 3 4 4 26
23 4 4 4 4 4 4 4 4 32
24 4 3 5 3 4 3 4 4 30
25 4 3 3 4 4 3 4 4 29
26 4 4 4 4 4 4 4 3 31
27 3 3 3 2 3 3 3 2 22
28 3 2 2 3 3 3 3 3 22
29 3 3 3 2 1 3 3 3 21
30 2 3 3 3 3 3 3 3 23
31 4 4 4 4 4 3 4 3 30
32 5 4 5 4 4 5 4 5 36
33 4 5 5 4 4 5 4 4 35
34 4 4 5 4 4 3 4 4 32
35 4 2 3 3 4 4 4 3 27
36 4 4 5 3 3 5 3 4 31
37 4 5 4 5 4 5 4 5 36
38 5 5 5 4 5 5 5 5 39
39 5 4 5 5 5 4 5 5 38
40 5 5 5 4 5 5 5 5 39
41 5 5 5 5 5 5 5 5 40
42 5 5 5 5 5 5 5 5 40
43 5 5 5 5 4 5 5 5 39
44 5 4 5 4 3 4 5 5 35
45 5 5 5 4 4 5 5 5 38
46 5 5 5 5 5 5 5 5 40
47 5 5 5 5 5 5 5 5 40
48 5 5 5 5 5 5 5 5 40
49 4 5 4 3 4 5 3 4 32
50 5 5 5 5 5 5 5 5 40
51 5 5 5 5 5 5 5 5 40
52 5 5 5 5 5 5 5 5 40
103
53 5 5 5 5 4 4 5 5 38
54 5 5 3 5 3 2 4 5 32
55 5 5 5 5 5 5 5 5 40
56 5 5 5 5 5 5 4 5 39
57 5 5 5 5 4 4 5 5 38
58 5 5 5 5 5 5 5 5 40
59 4 5 5 5 2 2 4 3 30
60 5 5 5 5 4 4 2 5 35
61 5 5 5 5 4 3 5 5 37
62 3 4 3 2 4 4 4 4 28
63 4 4 4 3 4 5 4 5 33
64 4 4 5 4 4 4 4 4 33
65 5 5 4 4 3 4 4 4 33
66 5 5 5 5 5 5 5 5 40
67 4 5 5 5 2 3 3 5 32
68 5 5 4 4 5 5 5 4 37
69 5 5 5 5 4 2 5 5 36
70 5 4 4 4 3 3 4 4 31
71 5 5 5 5 5 5 5 5 40
72 3 4 4 5 5 2 4 4 31
73 3 4 4 4 4 4 4 4 31
74 5 5 5 5 5 5 5 5 40
75 5 4 3 2 3 2 2 1 22
76 5 5 5 5 4 5 5 5 39
77 5 5 5 5 5 5 5 5 40
78 5 4 5 5 4 5 4 5 37
79 5 5 5 5 4 4 5 4 37
80 5 5 5 3 3 4 5 3 33
81 5 5 5 5 1 1 3 4 29
82 5 5 5 5 3 2 5 5 35
83 5 5 5 3 3 4 5 3 33
84 5 5 5 5 1 1 3 4 29
85 5 5 5 5 3 2 5 5 35
86 4 5 4 4 3 5 4 4 33
87 5 5 5 5 4 4 5 5 38
88 5 5 3 5 3 2 4 5 32
89 5 3 5 3 4 2 3 4 29
90 5 5 5 5 5 5 5 5 40
91 3 4 3 2 4 4 4 4 28
92 2 5 5 2 4 1 5 5 29
93 2 5 5 2 3 3 5 5 30
104
94 4 5 5 4 2 4 5 5 34
95 4 5 5 4 4 4 5 5 36
96 4 5 5 4 4 3 5 5 35
97 1 5 5 1 4 3 5 5 29
98 4 5 4 4 3 4 5 4 33
99 3 2 2 3 3 2 2 2 19
100 4 4 4 4 5 4 4 4 33
Process of Purchase Decision (Y)
No PPD1 PPD2 PPD3 PPD4 PPD5 PPD6 Total
1 3 3 4 4 5 5 24
2 4 4 5 4 4 5 26
3 3 3 5 3 4 4 22
4 3 3 4 5 4 5 24
5 3 5 4 5 5 4 26
6 3 4 3 4 4 5 23
7 5 4 4 5 3 5 26
8 3 4 3 4 3 4 21
9 4 3 3 4 4 4 22
10 4 4 3 3 3 5 22
11 4 3 4 4 3 4 22
12 4 4 4 3 4 4 23
13 4 5 4 5 5 4 27
14 4 4 4 5 4 3 24
15 4 3 5 3 3 4 22
16 5 4 4 3 3 3 22
17 5 4 4 5 4 3 25
18 4 4 2 4 4 4 22
19 4 4 3 3 4 4 22
20 4 4 3 3 4 4 22
21 4 4 3 2 3 4 20
22 4 2 3 4 4 3 20
23 2 2 2 2 4 3 15
24 4 4 2 3 4 4 21
25 4 3 2 4 4 4 21
26 4 3 2 4 4 4 21
27 3 2 3 3 2 1 14
105
28 3 3 2 2 3 3 16
29 1 3 3 3 3 3 16
30 3 2 3 3 3 3 17
31 4 5 4 4 5 4 26
32 5 4 5 3 3 3 23
33 5 5 2 3 4 5 24
34 5 4 3 2 5 3 22
35 5 2 3 3 2 5 20
36 5 4 4 3 5 4 25
37 3 5 5 4 4 5 26
38 3 3 2 3 5 4 20
39 4 5 4 4 2 5 24
40 4 5 3 3 5 5 25
41 3 3 4 4 4 4 22
42 4 5 3 4 5 5 26
43 5 4 3 3 3 2 20
44 3 2 2 3 4 5 19
45 3 5 4 3 4 3 22
46 5 2 3 4 3 5 22
47 5 4 3 1 3 3 19
48 3 4 2 3 4 5 21
49 5 3 2 5 4 3 22
50 4 4 3 1 4 4 20
51 2 5 2 2 3 5 19
52 3 3 2 3 3 2 16
53 3 3 3 3 3 2 17
54 3 2 3 3 2 3 16
55 3 3 2 2 2 3 15
56 3 2 3 3 3 3 17
57 2 3 2 3 2 3 15
58 3 2 2 2 2 2 13
59 2 2 2 2 3 3 14
60 2 1 3 2 3 3 14
61 2 3 3 3 3 3 17
62 3 3 2 3 3 3 17
63 3 2 3 1 3 3 15
64 2 2 2 2 3 2 13
65 1 1 1 2 2 2 9
66 1 2 3 1 1 1 9
67 2 1 1 2 1 2 9
68 1 1 2 1 2 1 8
106
69 1 2 1 1 1 2 8
70 2 1 3 1 2 1 10
71 2 2 1 1 1 2 9
72 2 2 2 1 1 1 9
73 2 2 2 2 1 1 10
74 1 2 1 2 1 1 8
75 2 2 2 2 2 1 11
76 2 1 5 3 1 1 13
77 2 1 1 3 1 1 9
78 2 1 2 1 1 1 8
79 2 1 3 2 2 2 12
80 2 1 3 2 1 2 11
81 2 3 1 2 2 2 12
82 5 2 3 4 4 4 22
83 5 3 2 4 4 4 22
84 3 4 2 3 2 4 18
85 4 4 4 5 3 5 25
86 4 4 4 2 5 5 24
87 4 4 3 4 4 4 23
88 5 5 2 4 4 4 24
89 4 4 4 4 4 4 24
90 4 2 2 3 4 5 20
91 4 4 2 3 5 4 22
92 4 5 4 4 4 4 25
93 5 3 2 1 3 4 18
94 4 5 1 3 4 5 22
95 5 5 4 4 4 5 27
96 4 4 4 5 5 5 27
97 5 3 3 4 4 5 24
98 5 3 3 4 4 4 23
99 5 3 1 5 4 4 22
100 3 2 3 4 4 4 20
107
Attachment 3
Correlations
BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 BI9 BI_SU
M
BI1 Pearson Correlation
1 0.242
.440*
0.354
0.320
.608**
0.316
.376*
.398*
.670**
Sig. (2-tailed)
0.197
0.015
0.055
0.085
0.000
0.089
0.041
0.029
0.000
N 30 30 30 30 30 30 30 30 30 30
BI2 Pearson Correlation
0.242
1 .504**
.602**
.366*
0.097
0.307
.377*
0.351
.614**
Sig. (2-tailed)
0.197
0.005
0.000
0.047
0.611
0.099
0.040
0.057
0.000
N 30 30 30 30 30 30 30 30 30 30
BI3 Pearson Correlation
.440*
.504**
1 .674**
.438*
0.254
0.297
.394*
.433*
.719**
Sig. (2-tailed)
0.015
0.005
0.000
0.015
0.176
0.111
0.031
0.017
0.000
N 30 30 30 30 30 30 30 30 30 30
BI4 Pearson Correlation
0.354
.602**
.674**
1 .529**
.473**
.452*
.595**
.383*
.818**
Sig. (2-tailed)
0.055
0.000
0.000
0.003
0.008
0.012
0.001
0.037
0.000
N 30 30 30 30 30 30 30 30 30 30
BI5 Pearson Correlation
0.320
.366*
.438*
.529**
1 .426*
0.319
.540**
.519**
.723**
Sig. (2-tailed)
0.085
0.047
0.015
0.003
0.019
0.086
0.002
0.003
0.000
N 30 30 30 30 30 30 30 30 30 30
BI6 Pearson Correlation
.608**
0.097
0.254
.473**
.426*
1 .433*
.536**
0.094
.648**
Sig. (2-tailed)
0.000
0.611
0.176
0.008
0.019
0.017
0.002
0.622
0.000
N 30 30 30 30 30 30 30 30 30 30
BI7 Pearson Correlation
0.316
0.307
0.297
.452*
0.319
.433*
1 .555**
0.296
.633**
Sig. (2-tailed)
0.089
0.099
0.111
0.012
0.086
0.017
0.001
0.112
0.000
N 30 30 30 30 30 30 30 30 30 30
BI8 Pearson Correlation
.376*
.377*
.394*
.595**
.540**
.536**
.555**
1 0.271
.747**
Sig. (2-tailed)
0.041
0.040
0.031
0.001
0.002
0.002
0.001
0.148
0.000
N 30 30 30 30 30 30 30 30 30 30
108
BI9 Pearson Correlation
.398*
0.351
.433*
.383*
.519**
0.094
0.296
0.271
1 .600**
Sig. (2-tailed)
0.029
0.057
0.017
0.037
0.003
0.622
0.112
0.148
0.000
N 30 30 30 30 30 30 30 30 30 30
BI_SUM
Pearson Correlation
.670**
.614**
.719**
.818**
.723**
.648**
.633**
.747**
.600**
1
Sig. (2-tailed)
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
N 30 30 30 30 30 30 30 30 30 30
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations for Customer Value
CV1 CV2 CV3 CV4 CV5 CV6 CV7 CV8 CV_SU
M
CV1 Pearson Correlation
1 0.068
.406* .366* .418* 0.233
0.262
.386* .615**
Sig. (2-tailed)
0.722
0.026
0.047
0.022
0.215
0.163
0.035
0.000
N 30 30 30 30 30 30 30 30 30
CV2 Pearson Correlation
0.068
1 0.192
0.277
0.218
0.286
0.155
0.108
.493**
Sig. (2-tailed)
0.722
0.308
0.138
0.246
0.126
0.414
0.569
0.006
N 30 30 30 30 30 30 30 30 30
CV3 Pearson Correlation
.406* 0.192
1 0.317
0.316
.559*
* 0.11
7 0.28
3 .658**
Sig. (2-tailed)
0.026
0.308
0.088
0.089
0.001
0.537
0.130
0.000
N 30 30 30 30 30 30 30 30 30
CV4 Pearson Correlation
.366* 0.277
0.317
1 0.236
0.262
0.156
0.137
.563**
Sig. (2-tailed)
0.047
0.138
0.088
0.209
0.161
0.409
0.471
0.001
N 30 30 30 30 30 30 30 30 30
CV5 Pearson Correlation
.418* 0.218
0.316
0.236
1 .587*
* 0.18
5 0.32
3 .677**
Sig. (2-tailed)
0.022
0.246
0.089
0.209
0.001
0.329
0.082
0.000
N 30 30 30 30 30 30 30 30 30
CV6 Pearson Correlation
0.233
0.286
.559*
* 0.26
2 .587*
* 1 .391* 0.33
7 .762**
109
Sig. (2-tailed)
0.215
0.126
0.001
0.161
0.001
0.032
0.069
0.000
N 30 30 30 30 30 30 30 30 30
CV7 Pearson Correlation
0.262
0.155
0.117
0.156
0.185
.391* 1 0.332
.517**
Sig. (2-tailed)
0.163
0.414
0.537
0.409
0.329
0.032
0.073
0.003
N 30 30 30 30 30 30 30 30 30
CV8 Pearson Correlation
.386* 0.108
0.283
0.137
0.323
0.337
0.332
1 .592**
Sig. (2-tailed)
0.035
0.569
0.130
0.471
0.082
0.069
0.073
0.001
N 30 30 30 30 30 30 30 30 30
CV_SUM
Pearson Correlation
.615*
* .493*
* .658*
* .563*
* .677*
* .762*
* .517*
* .592*
* 1
Sig. (2-tailed)
0.000
0.006
0.000
0.001
0.000
0.000
0.003
0.001
N 30 30 30 30 30 30 30 30 30
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations for Product Quality
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ_SU
M
PQ1 Pearson Correlation
1 .598*
* .626*
* .423* .514*
* .408* 0.35
1 .702*
* .808**
Sig. (2-tailed)
0.000
0.000
0.020
0.004
0.025
0.057
0.000
0.000
N 30 30 30 30 30 30 30 30 30
PQ2 Pearson Correlation
.598*
* 1 .546*
* .515*
* .366* .785*
* 0.26
4 .490*
* .828**
Sig. (2-tailed)
0.000
0.002
0.004
0.047
0.000
0.159
0.006
0.000
N 30 30 30 30 30 30 30 30 30
PQ3 Pearson Correlation
.626*
* .546*
* 1 0.32
6 .399* 0.30
3 .409* .488*
* .715**
Sig. (2-tailed)
0.000
0.002
0.079
0.029
0.104
0.025
0.006
0.000
N 30 30 30 30 30 30 30 30 30
PQ4 Pearson Correlation
.423* .515*
* 0.32
6 1 .629*
* .399* .447* .467*
* .723**
Sig. (2-tailed)
0.020
0.004
0.079
0.000
0.029
0.013
0.009
0.000
110
N 30 30 30 30 30 30 30 30 30
PQ5 Pearson Correlation
.514*
* .366* .399* .629*
* 1 0.23
8 .381* .503*
* .672**
Sig. (2-tailed)
0.004
0.047
0.029
0.000
0.205
0.038
0.005
0.000
N 30 30 30 30 30 30 30 30 30
PQ6 Pearson Correlation
.408* .785*
* 0.30
3 .399* 0.23
8 1 0.11
4 .451* .681**
Sig. (2-tailed)
0.025
0.000
0.104
0.029
0.205
0.547
0.012
0.000
N 30 30 30 30 30 30 30 30 30
PQ7 Pearson Correlation
0.351
0.264
.409* .447* .381* 0.114
1 0.318
.531**
Sig. (2-tailed)
0.057
0.159
0.025
0.013
0.038
0.547
0.087
0.003
N 30 30 30 30 30 30 30 30 30
PQ8 Pearson Correlation
.702*
* .490*
* .488*
* .467*
* .503*
* .451* 0.31
8 1 .765**
Sig. (2-tailed)
0.000
0.006
0.006
0.009
0.005
0.012
0.087
0.000
N 30 30 30 30 30 30 30 30 30
PQ_SUM
Pearson Correlation
.808*
* .828*
* .715*
* .723*
* .672*
* .681*
* .531*
* .765*
* 1
Sig. (2-tailed)
0.000
0.000
0.000
0.000
0.000
0.000
0.003
0.000
N 30 30 30 30 30 30 30 30 30
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Correlations for Process of Purchase Decision
PPD1 PPD2 PPD3 PPD4 PPD5 PPD6 PPD_SUM
PPD1 Pearson Correlation
1 .403* 0.205 0.304 0.040 0.193 .563**
Sig. (2-tailed)
0.027 0.277 0.102 0.832 0.306 0.001
N 30 30 30 30 30 30 30
PPD2 Pearson Correlation
.403* 1 0.243 .369* .372* .449* .725**
Sig. (2-tailed)
0.027 0.195 0.045 0.043 0.013 0.000
N 30 30 30 30 30 30 30
PPD3 Pearson Correlation
0.205 0.243 1 0.349 0.106 0.242 .580**
Sig. (2-tailed)
0.277 0.195 0.059 0.575 0.197 0.001
111
N 30 30 30 30 30 30 30
PPD4 Pearson Correlation
0.304 .369* 0.349 1 .460* 0.305 .731**
Sig. (2-tailed)
0.102 0.045 0.059 0.010 0.102 0.000
N 30 30 30 30 30 30 30
PPD5 Pearson Correlation
0.040 .372* 0.106 .460* 1 .421* .589**
Sig. (2-tailed)
0.832 0.043 0.575 0.010 0.020 0.001
N 30 30 30 30 30 30 30
PPD6 Pearson Correlation
0.193 .449* 0.242 0.305 .421* 1 .672**
Sig. (2-tailed)
0.306 0.013 0.197 0.102 0.020 0.000
N 30 30 30 30 30 30 30
PPD_SUM Pearson Correlation
.563** .725** .580** .731** .589** .672** 1
Sig. (2-tailed)
0.001 0.000 0.001 0.000 0.001 0.000
N 30 30 30 30 30 30 30
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).